DR reaches out to US senior travelers
The Ministry of Tourism has announced the signing of a partnership agreement with the AARP to promote the Dominican Republic as a perfect choice for 50+ travelers.
The advertising partnership with the leading United States retiree organization is a strategic effort to create interest and awareness of Dominican Republic's must-visit destinations among the fastest-growing United States leisure traveler demographic.
The campaign, which actually began in August 2013 and will run through the end of the year, is designed to target travelers over the age of 50 and highlights one of the country's best-kept secrets, Puerto Plata. The Ministry says that the campaign consists of a series of banner and online advertisements that highlight the range of activities and attractions that makes each region a must-visit destination. The ads also provide a first look at the new Dominican Republic marketing campaign.
"The campaign is a supplement to our current advertising campaign and additional initiatives, all of which work in harmony to build awareness of each distinct destination," said Magaly Toribio, Marketing Advisor for the Dominican Republic Ministry of Tourism. "We worked with Puerto Plata's hoteliers and AARP to create offers for travelers of this age group in an attempt to further promote the vast array of tourism offerings that are available on the country's North Coast."
AARP already lists the Dominican Republic as one of their best places to retire outside of the United States. According to a recent survey by the AARP, "Baby Boomers," also known as Americans aged 49 - 67, make up 80% of the leisure travel market in the US and this number is only expected to grow with people between the ages of 50 and 75 making up to 40% of US adult consumers by 2015. This age group differs from previous generations in that they consider travel a necessity, not a luxury. According to a 2010 survey by Travel Marketing Decisions, this group is an especially attractive target for destination marketing because:
* Boomers have traveled more than their predecessors
* Boomers like and refuse to go without "creature comforts"
* Boomers want to have fun
* Boomers are not time-deprived
* Boomers will pay for luxury, expertise and convenience
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