The Ministry of Tourism of the Dominican Republic (Mitur) launches promotional campaign “Smile” which focuses on the beauty and hospitality of Dominicans as the main reason why it is an ideal destination. The campaign presents the distinctive factors of the country that incorporate a contagious smile between tourists and locals alike.
Magaly Toribio, Marketing Advisor of the Ministry of Tourism of the Dominican Republic, indicates that “The ‘Smiles’ campaign offers a new approach to destination advertising promoting one of the most valuable but intangible assets of our country, happiness, which is not it’s just a feeling in our country, but a way of life. ”
Tiribio also highlights that: “The campaign uses stunning visual images and attractive and eloquent content to capture the true warm and welcoming essence of the Dominican Republic, while extending a personal invitation to visitors from all corners of the world to experience it first-hand, causing an endless and contagious smile ”
The campaign includes digital, print, social and traditional public relations tactics that promote the north and east coast of the country. Among the promotions there are two videos that show the wide range of offers, starting in Santo Domingo, the most modern and dynamic metropolis of the Caribbean, to the emblematic white sand coasts of the east coast in Juan Dolio, La Romana and Punta Cana.
The second video invites visitors to explore the north coast and participate 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.
In addition to the launch of the campaign, the Dominican Republic is proud to share in the first seven months of 2018 more than 4.1 million visitors who entered the Dominican Republic, an increase of 5.9 percent compared to the same time in 2017, according to the Bank. Central.
While the sun and the beach are still the most sought-after attractions in the country, Mitur is dedicated to expanding the knowledge of its diverse offerings, which include golf, culture, gastronomy, sustainability and adventure.