• by Sara Guaglione , September 6, 2016

AFAR Media, the owner of a travel publication focused on immersion travel, has launched an Instagram project in partnership with the tourism department of Aruba to inspire travelers to visit the island.

The project, called the AFAR Insta-Adventure, encourages travel using a social media platform and sponsorship from a tourism bureau.

It arrives when “consumers increasingly consult their social communities for vacation ideas and inspiration,” per a statement.

Interested users can employ the Instagram account @aruba.insta_adventure and “tap” through a nine-section map of Aruba to unlock chances to win prizes and a VIP trip for two to the island.

Each section of the map is a different image posted on the Instagram account and features a distinct part of the country to explore, such as the the Dutch colonial capital of Oranjestad and the coves of Arikok National Park.

As for the monetization of the project, the Insta-Adventure is part of a larger marketing and media partnership with Aruba Tourism Bureau. That includes digital custom content, brand ads in Afar magazine, and other promotional elements, such as newsletter sponsorships, email blasts and social posts, Maggie Gould Markey, executive director of marketing at Afar, told Publishers Daily.

Afar will also launch an Aruba Travel Guide on AFAR.com to support the program.