Clients
Area of Expertise
Expertise Leaders
Senior Vice President, Tourism
Estados Unidos
México
Vice President, Digital Marketing
Estados Unidos
Luego del paso de los huracanes Irma y María, Newlink contrarrestó falsas percepciones sobre el estado del destino con la campaña #RepublicaDominicanaLIVE, generando los siguientes resultados:
+10.8
millones de impresiones
+1.3
millones de interacciones
+7.5
millones en alcance
Objetivo
Después del paso de los huracanes de categoría 5, Irma y María, muchos turistas decidieron cancelar sus vuelos y cambiar de destino turístico por temor a los daños que podrían causar esos huracanes en República Dominicana.
El Ministerio de Turismo del país (MITUR) decidió hacerle saber al resto del mundo que República Dominicana no había sido afectada en lo absoluto por el paso de los huracanes y que el sector turístico estaba funcionando con normalidad.
Solución
Para resolver esta situación, el equipo digital de Newlink decidió creó una campaña digital jugando con el concepto de uno de los features más relevantes de las plataformas sociales de hoy en día, el formato Facebook Live. La intención de la campaña era comunicar de una manera dinámica, original y “en tiempo real” la excelente situación en la que se encontraba la isla, lista para recibir turistas después del paso de los huracanes. De ahí surgió la idea de #RepúblicaDominicanaLIVE.
Ejecución
En conjunto con nuestro equipo de producción, enviamos un equipo de camarógrafos a los lugares más turísticos de República Dominicana para que documentaran cómo se veía la isla en ese momento y entrevistaran a personas que se encontraban allí.
Creamos un video principal llamado “República Dominicana LIVE” y una serie de cápsulas dentro de la campaña que mostraban cada lugar de la isla (La Romana, Punta Cana, Samaná, Santo Domingo y Puerto Plata). Creamos entonces unos videos cortos para distribuir en las plataformas sociales mostrando el buen estado de la isla y contrarrestando falsas percepciones acerca del estado del destino luego del paso del huracán.
Resultados
La campaña fue un éxito completo para MITUR y República Dominicana, ya que consiguió que más turistas se interesaran por viajar al país.
La campaña logró llegarle a la audiencia deseada con un alcance y una interacción inimaginables y atrajo a personas que no conocían mucho acerca del país. La audiencia tuvo una muy buena reacción con el contenido, generando millones de impresiones y miles de “shares”, “likes” y comentarios.
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V1.0, September 2021