“Smile”

By | Category: travel, Travel destinations

the new campaign

As winter destinations launch their campaigns to attract us to holiday there, the Dominican Republic in the Caribbean has joined the list.

Called “Smile” it focuses on the beauty and hospitality of Dominicans as the main reason why we should go there. The campaign presents the distinctive factors of the country with the underlying belief that the country will bring a contagious smile between tourists and locals.

In some ways this campaign breaks ground in that it promotes a feeling of well-being by traveling and holidaying there as opposed to highlighting all the physical attributes of the country. Yes there are images of the Dominican Republic but they are used as supporting acts.. As such it upends many current campaigns which focus on the physical things to see and the people and hospitality are important but afterthoughts.

Sosua – for beaches and gastronomy

The campaign includes digital, print, social and traditional public relations to promote the north and east coast of the country so wherever you look, you should see the campaign. Among the promotions there are two videos that show the wide range of offers, starting in Santo Domingo, the capital, to the white sand coasts of the east coast in Juan Dolio, La Romana and Punta Cana.

The second video invites visitors to explore the north coast and concentrates on adventure tourism opportunities such as kite surfing in Cabarete, cultural exploration in Puerto Plata, natural beauty in Samaná and gastronomic delights in Sosúa and Miches.

While the sun and the beach (there are 1,000 miles of coastline)  are still the most sought-after attractions in the country, the tourism authority wants to expand our knowledge of its diverse offerings, which include golf, culture, gastronomy, sustainability (go and see the manatees at the Marine Mammal Sanctuary in Estero Hondoin in the north is my tip) and adventure.

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