In the most recent meeting of the Multi-Sectorial Committee on Country Brand, the Ministry of Tourism announced that it was assigning another US$2 million (RD$114 million plus) to country branding efforts for the Dominican Republic. Together with previous contributions from the private sector, the funding for the program is now just over US$4 million. Ligia Bonetti, the CEO of the Sociedad Industrial Dominicana, told the committee that the private sector was looking for a company that could handle crisis situations as well as manage the image of the country abroad.
Listin Diario reports that the country branding process was delayed after several key players fell ill with Covid-19. Now it looks like the public at large will be asked to vote on country brand logo in a TV program, in the style of Dominicana’s Got Talent. The country brand would apply to select products that are exported.
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Listin Diario
Listin Diario
14 February 2021