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USIM & Concept Farm Win Gold for Aruba Campaign



NEW YORK CITY U.S. International Media (USIM), the fastest growing independent media services agency, in conjunction with ad agency Concept Farm, have once again been recognized as a leader in the industry for their progressive marketing efforts. The 2015 HSMAI Adrian Awards have awarded Gold for One Happy Selfie–Aruba’s outdoor advertising campaign. The Adrian’s are considered to be one of the most prestigious awards in the travel and hospitality industry.

The One Happy Selfie invited the Chicago public using the Chicago Transit Authority’s “El” system heating stations to push the heat lamp activation buttons for a “Shortcut to Happiness,” brought to you by Aruba. Branded Aruba posters in the stations played a dual role of fully functional advertisement and Selfie backdrop for an Instagram trip giveaway. Chicagoans took a photo in front of our billboard as if they were in Aruba already. By posting their photo to Instagram, with hashtag #ArubaShortcuts, entered them for a chance to win an Aruba getaway.

“We are grateful to accept this prestigious award. This campaign is a perfect execution of data informing media and creative delivering a message that targets the right market, to the right consumer segment with a compelling engaging message,” said USIM East Coast President, Russell Zingale.

The Aruba campaign effectively co-created content with the public. The beauty of the content was that fans added humanity, authenticity, emotion and humor to our message with their participation.

USIM will be honored at Adrian Awards celebration on February 16, 2016, in New York City.

About Concept Farm
The Concept Farm is located in New York’s “Silicon Alley” with 50 Farmers collaborating across strategy, account management, creative, design, social media and measurement & analytics. To harvest content with maximum efficiency, they also have a full suite of in-house production and post-production capabilities.

About U.S. International Media
U.S. International Media is an independent, full-service media agency that provides innovative media strategies and execution to maximize advertising spend return on investment. USIM was founded in 2004 by media industry innovator, Dennis Holt and currently has 20 local offices throughout the United States and Canada. USIM specializes in Media Research, Media Planning, Local Broadcast and Cable, National Broadcast and Cable, Digital Media, Direct Response, Out-of-Home, Print Media, Direct Marketing, Multicultural Media. For more information, visit

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