The Aruba Tourism Authority has recently begun an advertising agency review.

The ATA will enlist the help of Atlanta-based Fitzgerald & Co., which has worked with the island for the past 10 years, and AAR Partners, an industry-recognized consultant. The review doesn't reflect on Fitzgerald & Co.'s work for Aruba.

As part of its plan to sustain continuous improvement, the periodic review of all agency partners examine ATA's current capabilities and identify its growing priorities. Enhancing the brand of the island's tourism sector, reaching its core audience and meeting strategic business objectives are the goal's of Aruba's advertising.

The review process will be complete with ATA working on new initiatives at the end of 2007.