The Center for Export & Investment (CEI-RD) published details on 25 March 2019 for a tender to choose the consulting firm to create the country brand for the Dominican Republic. The CEI-RD had undertaken the same task years past when Fiona Gilmore’s company, Acanchi Limited of the United Kingdom, won the bid in 2006 and in 2008 proposed the first country branding initiative for the Dominican Republic. It was based on the theme of “abundance.”
At the time, the Ministry of Tourism did not join the effort and the branding initiative was diluted and fell by the wayside. Nevertheless, extensive research carried out by the British consultants seemed to spill over in the “inexhaustible” theme-slogan under Tourism Minister Felix Jiménez, and the “Has it all” theme of the Ministry of Tourism under Francisco Javier García.
Companies interested in participating have up to 12 April 2019 to express their interest. Consultations are open through 24 April with the proposals due by 23 May 2019 at CEI-RD. The winner will be announced on 14 June 2019.
In the call for bids, CEI-RD includes the tasks of designing the brand for the Dominican Republic and the strategic plan to guide deployment of the brand to strengthen the perception and reputation of the country in global markets. The country brand effort seeks to attract more foreign investment, enhance the perception of Dominican good and service exports, strengthen the Dominican leadership position in tourism, and inspire identification and pride among Dominicans, both those living in the country and abroad.
2 April 2019