The Ministry of Tourism of the Dominican Republic “Smiles” promotional campaign is highlighting the country’s diverse offerings. The promotional slant is part of the overall Dominican Republic “Has It All” general campaign, but now takes a shift to focus on what research has shown to be its most-valued resource – the warm and hospitable people of the country.
The recently launched “Smiles” campaign features the country’s distinguishing factors that motivate contagious smiles across tourists and locals alike. The Ministry of Tourism reports that the ‘Smiles’ campaign offers a fresh approach to destination advertising by promoting one of our country’s most valuable, yet intangible assets – happiness – which is not just a feeling in our country, but a way of life, “said Magaly Toribio, marketing advisor for the Dominican Republic Ministry of Tourism.
“The campaign uses striking visual imagery and engaging and eloquent content to capture the true warm and welcoming essence of Dominican Republic, while extending a personal invitation to visitors from all corners of the world to experience it first-hand, provoking an endless and contagious smile,” says Toribio.
Among other media, two videos have been produced to showcase the wide range of offerings. One shows Santo Domingo as the most modern and dynamic metropolis in the Caribbean and then takes viewers to the iconic white-sand shores of the east coast in Juan Dolio, La Romana and Punta Cana “where reality exceeds dreams”. A second video invites visitors to explore the north coast and partake in adrenaline pumping activities such as kite surfing in Cabarete, cultural exploration in Puerto Plata, endless natural beauty in Samaná and enjoy the gastronomic delights in Sosúa and Miches.
For the first seven months of the year, more than 4.1 million visitors have entered the country, a 5.9% increase over the same time in 2017, as reported by the Central Bank.
The Ministry of Tourism says that most tourists still come for sun and our sandy beaches, but the campaign seeks to expand visitor knowledge of other offerings such as golf, culture, gastronomy and adventure.
