The Aruba Tourism Authority launched a new adverting campaign in the US called “Rumba Aruba”. The fundamental philosophies behind the destination’s new campaign are reinvigoration and rejuvenation. The island wanted to showcase its many sides to both previous and potential visitors. The television spot is scored to an original up-tempo song called “Rumba Aruba,” written by local Aruban musician and three-time Grammy Award nominee, Hildward Croes.