La Romana: Destination Awareness Campaign
Introduction
La Romana, a hidden gem on the southeastern coast of the Dominican Republic, has long attracted European travelers, but remained under the radar for North American tourists. As interest in the region grew, La Romana sought a strategic partner in destination marketing to craft a compelling brand identity, boost visibility through SEM campaigns, and develop a strong print and digital marketing strategy to drive travel interest and increase U.S. visitation.
Challenge
Before the pandemic, La Romana’s hotels stayed consistently full thanks to European travel agencies, offering great rates, stunning beaches, and top-tier resorts. However, the pandemic exposed the destination’s heavy reliance on the European market, prompting the need to expand into the North American travel sector. Without a clear brand identity, defined value proposition, or a strong digital presence, La Romana struggled to compete for attention in a highly saturated Caribbean travel market.
Campaign Results
All Platforms Total Impressions
All Platforms Total Clicks
All Platforms Average CPC
META Average CPM
Programmatic CPM
How We Did It
Media Channels: Google SEM, Googe PerMax, Meta Platforms, Digital OOH, New Website
As the destination’s agency of record, NM+U first developed a new brand identity and positioning for La Romana. Following that, we created a new website and social media content strategy.
Then, NM+U implemented a targeted print and digital billboard strategy, executed across 5 U.S. markets. The campaign was supported by a multi-platform digital strategy created to drive impressions and frequency to create awareness, recall, and site traffic to the destination’s new website.
