Elevating Public Transportation in Aruba

The challenge

Despite its vital role in Aruba’s public transportation system, Arubus faced several challenges in boosting its brand awareness, increasing ridership, and improving its public perception. As a government-supported entity, it was crucial for Arubus to maintain open communication with the local community and stakeholders. Without a clear and engaging marketing strategy, the risk was that the community would form its own narrative, potentially impacting trust and ridership numbers.

Key challenges included:

Low public awareness of Arubus services and benefits
Limited advertising revenue opportunities
Need for improved reputation and perception among the community and policymakers
Employee engagement and internal brand alignment

Strategy & Marketing

Digital Marketing

Branding

Campaign Management

Event Coordination

Website Coordination

Content Creation

Evaluation & Reporting

About Arubus

Arubus is the primary public transportation provider in Aruba, offering reliable and accessible transit services to residents and tourists. As an essential part of Aruba’s infrastructure, Arubus plays a key role in improving mobility, sustainability, and connectivity across the island. With a commitment to enhancing service quality and engaging with the community, Arubus sought to strengthen its brand, increase ridership, and position itself as a preferred mode of transport.

Our approach

Developed a customer-centric brand strategy with clear messaging, improved website navigation and accessibility, and modernized Arubus' visual identity for consistency.

Launched promotional campaigns, loyalty programs, and PR initiatives emphasizing sustainability and public transport benefits. Engaged with the community through surveys, feedback channels, and policymaker collaborations.

Implemented internal tools, recognition programs, and training initiatives to enhance staff morale, improve service quality, and align employees with Arubus' mission.

Executed targeted advertising, influencer collaborations, and ad packages to boost revenue. Regular performance assessments ensured continuous improvement in brand awareness, ridership, and public perception.

Objectives

Increase Ridership by driving awareness and encouraging more people to use public transportation
Enhance Brand Perception to position Arubus as a modern, reliable, and community-focused service
Improve Revenue Streams by introducing advertising opportunities to generate additional income
Strengthen Employee Engagement to foster a positive work culture and improve internal communication