Area of Expertise
USD 2.5 M
Return on Investment
Impressions on digital campaign
New followers on MITUR’s social media platforms
Increase in tourists arrivals after implementation
Virtual reality is one of the most popular tools in tourism nowadays and Newlink was one of the pioneers in using this technology in promotional campaigns, according to The New York Times.
Considering that Dominican Republic is a long-haul destination for most of South American visitors and having a strong beach offering in the region, Newlink needed to showcase properly the country’s varied experiences beyond the Sun & Beach product, making the destination an even more appealing place to visit.
Dominican Republic is improving the country's infrastructure with investments and attraction of renowned hotel brands. Most of the destinations and experiences offered by the country are accessible via direct flights from the capitals of Latin America.
Switching from traditional promotional tools, the Dominican Republic revolutionized its destination marketing efforts with high impact activations that relied on a 360-degree experience. These virtual reality videos allowed visitors to experience the destination’s diverse offerings in ecotourism and adventure.
In order to create a relevant connection between Dominican Republic and potential visitors in 3 key markets in Latin America – including Brazil, Colombia and Argentina - Newlink selected high traffic spots to set up branded booths that gave the visitors the opportunity to engage with the brand on a one-on-one basis.
The booths located at Guarulhos International Airport in Sao Paulo, El Dorado International Airport in Bogota and Palmas del Pilar shopping center in Buenos Aires also included a cellular charging station, as well as distribution of promotional materials.
MITUR’s virtual reality marketing initiatives were part of a comprehensive campaign to promote the Dominican Republic in LATAM. As part of the overall campaign, the Public Relations efforts generated a ROI of almost USD$2.5M, 95 million impressions through a digital campaign and the acquisition of more than 300,000 new followers on MITUR’s social media platforms.
The bold move to explore new and innovative ways to reach out to prospective travelers to the Dominican Republic positioned Newlink as one of the first companies to use virtual reality technology in tourism promotion, according to The New York Times.
Also, as a result of the campaign, Newlink earned a prestigious Silver Stevie Award in 2016. Honoring organizations of all types and sizes and the people behind them, the Stevies recognize outstanding performances in the workplace worldwide.
Since the execution of this campaign, tourism arrivals to the Dominican destination from LATAM have increased by 50%.
ABOUT THE CLIENT
Ministry of Tourism of the Dominican Republic, MITUR
The Ministry of Tourism of the Dominican Republic, MITUR has worked since 2013 with Newlink Group to develop a continued positioning effort in Latin America through a pan-regional communications and marketing campaign. During 2015, the destination focused in Argentina, Brazil, Chile, Colombia, Mexico and Venezuela as key markets to promote its multi-tiered offering, ranging from relaxing beach destinations to adrenaline-charged experiences and natural enclaves. With strong competitors investing large promotional budgets in the region, the agency needed to find a creative way to garner visibility and increase travel intention of potential visitors.
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