Tourism: North American Advertising Campaign

In a context of a drop in the number of tourists arriving in the Dominican Republic, the authorities announced that they are implementing a new campaign to reposition the destination, which will be focused on the U.S. market.

Monday, December 2, 2019

The campaign is implemented in the midst of a contraction in the number of visitors who arrived, because according to official figures from the Central Bank of the Dominican Republic, between January and October 2018 and the same period in 2019 the number of tourists who arrived in the country reported a 1.2% drop, behavior that contrasts with the increases recorded years ago.

You may be interested in "Tourism and Travel: Consumer Interests and Preferences"

From the Ministry of Tourism statement:

December 2, 2019. The Ministry of Tourism (MITUR) launched its new campaign of repositioning the Dominican destination and the incomparable experience of vacationing in the Dominican Republic through the experiential tourism of travelers: "The Real DR" (La Verdadera RD).

This is part of a comprehensive marketing campaign that invites travelers to discover the Dominican Republic through statements, stories and testimonies of real tourists. The Ministry of Tourism shifts the message to content focused on tourism testimonials, third-party promotion and strategic brand alliances.

The same evidence that the Dominican Republic is a safe and paradisiacal destination. MITUR developed and launched #TheRealDR, a comprehensive marketing and communication campaign focused on a six-pillar approach: Advertising, Public Relations, Social Media, Celebrity Marketing, Trade marketing and paid internet search and search engine marketing.

Read full statement (In Spanish).



More on this topic

Guatemala Looking for More Tourists through Expedia

July 2017

Through an agreement with the online travel agency, the Guatemalan Institute will be running a tourism promotion plan for the second half of the year.

From a statement issued by the INGUAT:

Guatemala July 28, 2017.  As part of the Guatemalan Tourism Institute's (INUAT) priority marketing activities for the current year, authorities from the tourism governing body presented their promotion plan for the second half of the year in conjunction with the online travel agency Expedia.

Contract to Promote Tourism in Panama Approved

August 2016

A $20 million contract has finally been approved for the company VML Inc. to develop a marketing and communication strategy to promote the country internationally.  

The implementation of the international tourism promotion campaign will take place between 2016 and 2018, and will consist of a comprehensive promotion strategy, both online and using traditional advertising, public relations and trade marketing (activations) to promote Panama internationally.

El Salvador Travel Market 2014

October 2014

Over thirty wholesale companies from the United States will participate in business roundtables with local operators on October 23rd and 24th in the capital.

From a statement issued by the Ministry of Tourism of El Salvador (MITUR):

Over 30 wholesalers from the United States, will be in the country for the second edition of the El Salvador Travel Market 2014 (ESTM2014), which starts on Thursday 23 October and which includes business meetings in a hotel in the capital.

Panama Markets Itself as Tourist Destination

September 2010

The campaign will feature more Internet and less television in order to attract international tourists.

According to Prensa.com, the agency "BB&M, from this year, will be in charge of developing the campaign, now that the National Tourism Council has awarded it the contract that used to be managed by Publicuatro (P4)".

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