By Dolores Vicioso
For years, country marketers had considered changing the name of the Dominican Republic. The “republic” in the name just didn’t cut it, was the conclusion, time after time. Many have called the country, “The Dominican”, or just Dominicana. Then enter 2020, the year when anything and everything has happened and can happen.
President Luis Abinader, First Lady Raquel Arbaje and Vice President Raquel Peña, the cabinet in full and a dozen of the country’s most wealthy businesspeople, have stepped forward and done the unthinkable. The Dominican Republic is taking ownership of “republic.”
During a mega event held on 20 October 2020, the Dominican Republic’s new country brand was launched: “The Dominican Republic, the republic of republics, the Republic of the World.” The Ministry of Tourism has campaigned until now promoting the Dominican Republic “has...
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