Dominican Republic Ministry of Tourism campaign shifts to content messaging to focus on safety and while ensuring tourists the country will be waiting for them
DOMINICAN REPUBLIC – April 20, 2020– In the midst of the COVID-19 pandemic, the Dominican Republic Ministry of Tourism has launched a new campaign encouraging tourists to “Stay Home, Dominican Republic Will be Waiting.” Visuals and messaging highlight the diverse beauty of the country to inspire its community to look to a brighter future with the underlying factor that Dominican Republic will be waiting for tourists post-pandemic.
The “Stay Home” concept is part of a multi-pronged marketing campaign which encourages travelers to experience Dominican Republic, but not until it is safe to travel. The integrated marketing and communication campaign is focused on a three-pillared approach, including:
- Public Relations
- Social Media
- Paid Search and Search Engine Marketing
The specific plans for each of the verticals are designed to work in unison to promote the message and help ensure the safety of tourists and locals alike.
The strategy was developed in late March, leveraging pre-existing video footage and b-roll for the new broadcast and social media segments, as travel restrictions prevented a new shoot. The :30 and :60 Stay Home spots debuted in April 15 across digital platforms. This unique approach to traditional tourism advertising is a testament to Dominican Republic’s commitment to ensuring the safety and well-being of visitors. This campaign launch comes after the country’s proactive preventative measures to lower the curve. If you’re interested, you can review those measures here: www.godominicanrepublic.com/newsroom/coronavirus/.
“The safety of our visitors and citizens has always been our top priority as a destination,” said Magaly Toribio, Marketing Advisor for the Dominican Republic Ministry of Tourism. “We are incredibly proud to release a campaign with this messaging and are ecstatic with the inspiring testimonial received to date. This campaign will allow us to shine the spotlight on beauty and culture that await our guests on this other side of this pandemic.”
Supporting Social Media efforts also kicked-off in April with a #DRDaydreaming social campaign. Designed to help give consumers a “digital get-away” the campaign focuses on the theme of fantasizing of traveling again while staying positive in this time of social distancing. To broaden the campaign’s reach the interactive campaign includes an influencer marketing extension with past content creators as well as a series of digital activations including live Q&A polls on Instagram, and launching May 1 recipe tutorials, 360-degree videos and more.
To further inspire its community, MITUR launched a trip giveaway encouraging U.S. consumers to share their favorite vacation memories for a chance to win an all-expense paid trip for two to Dominican Republic in 2021, after officials deem that the destination can resume receiving visitors. To enter, fans are directed to publish a photo on their Instagram page either from past travels in Dominican Republic or a Dominican destination they would like to visit leveraging the hashtag #DRDaydreaming tagging @GoDomRep by May 1, 2020.
For a first look at the campaign, visit: https://www.godominicanrepublic.com/stayhome/. Join the conversation on social media and enter for a chance to win a trip for two in 2021 with the hashtag #DRDaydreaming. For more information on hotels, attractions, activities and to begin planning your Dominican adventure, please visit www.GoDominicanRepublic.com.
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About Dominican Republic
Well known for off-the-beaten-path excursions, rich culture, endless amenities and year-round perfect climate, Dominican Republic is a place like no other. Easily accessible via a direct flight from most major airports, it is an ideal oasis for celebrities, couples and families alike. From hiking trails to undiscovered beaches and world-class golf courses, here you can renew in our luxurious and diverse accommodations, explore ancient relics of centuries past, revel in Dominican fare, or enjoy ecotourism adventures in our magnificent national parks, mountain ranges and rivers.
Surrounded by the Caribbean Sea on the south and the Atlantic Ocean on the north, Dominican Republic features a variety of sports, recreation and entertainment options, exclusive cultural experiences like dancing, carnival festivities, plus Dominican specialties such as cigars, rum, chocolate, coffee, amber and larimar. Between adventurous Puerto Plata, lush Samaná, historic Santo Domingo, sunny Punta Cana, luxe La Romana, bustling Barahona and more, each area has something for every type of traveler and budget.
In addition to its uncharted experiences coast to coast, the country has also generated a worldwide reputation for its warm, and hospitable people. With eight international airports and nine distinct ecological zones it has never been more accessible or appealing to explore Dominican Republic. To learn more and begin planning your trip visit the Dominican Republic Ministry of Tourism’s official website at:
Download the Go Dominican Republic App, available in the App Store and Google Play
Follow us on Twitter and Instagram @GoDomRep Like us on Facebook GoDominicanRepublic
CONTACT:
BVK Public Relations for DR Ministry of Tourism
Annie Holschuh, US PR Director
(414) 247-2140 / annie.holschuh@bvk.com
