Dominican Republic is the second largest Caribbean country and is eight hours from most European cities. Against growing competition in the region and elsewhere in the world, and a perception that the Dominican Republic was just about beach holidays, we were asked to create a media campaign to increase awareness of the Dominican Republic as a destination, to increase engagement on social channels, and to increase visitor numbers. 

An integrated media campaign to create awareness, engagement and bookings in key geographic markets with access to airports serving flights to the Dominican Republic. The campaign consisted of OOH, Spotify, paid social, programmatic and press to capture the audience at different stages in their customer journey, including specific interest-based targeting. Creative by Made in Spain.

• 443% more website activity compared to average 
• 3,151 new Likes on Facebook
• 128% increase in brand awareness
• 6% increase in UK tourist arrivals YoY
• 13% increase in UK tourist arrivals during main holiday season