New Dominican Tourism Slogan for Italian Market

The Dominican Republic will roll out a new publicity campaign in line with its strategy recently drawn up by Tourism Minister Francisco Javier García when he attends the International Tourism Bolsa (BIT-2009) in Italy. Part of the strategy is to emphasize little-known aspects of the country in order to position the DR as a diverse place and not just a beach resort.

This project demonstrates how a broad restyling action can affect the promotion of the country.

The campaign, which is already using its new slogan, the Dominican Republic “has it all,” is emphasizing that it is possible to take a variety of vacations in the DR, organized down to the last detail to fit all types of tastes.

This project demonstrates how a broad restyling action can affect the promotion of the country. In preparation for BIT-2009, a publicity campaign involving promotion in the main metro stations of Milan will be put together in collaboration with the hotel chain Viva Wyndham Resorts and tour operator Un Altro Sole. The ad campaign will run from February 11 to 24 with a total of 188 small billboards and signs. In addition, there will be reports in tourism magazines about the DR, according to the Press and Communications Office of the Tourism Ministry.

Two themes: one is the image of a kite-surfer and the other is a picture of the young man in a hammock relaxing to show the contrast between the two activities – tranquility and activity. It shows the versatility of the destination whether one’s chosen activities are sports or wellness- related.

Another sign will show photographs of virgin beaches and someone playing golf – once again showing a contrast of diverse but relaxing activities, indicating that the DR is a favorite destination for golfers with its 29 courses and an option for nature lovers to discover lonely beaches and environmentally-protected pathways.

These images will be distributed along with other hand-out promotional material to the public and travel agents throughout the fair.

The campaign, being carried out by the Ministry of Tourism, was created by the Spanish ad agency, Made in Spain. The media campaign was planned and organized by Initiative Media.