Previous to the pandemic, La Romana mostly stayed full because of European travelers; with great rates, amazing beaches and great hotels, the European travel agents could keep hotels full throughout the year. The pandemic showed how reliant the area was on that market and they were looking to break into the U.S. Market, focused on the primary feeder markets.

NM+U first developed a new branding and positioning for the destination. Following that, we created a new website and social media content strategy. We then fed the pipeline to each of these via a targeted print and digital billboard strategy executed across 5 major cities in the U.S. Furthermore, there was a multi-platform digital strategy created to drive extreme impressions and frequency to create recognition and recall, all culminating in an eventual visit to the website where visitors could learn about the destination and become aware of all the hotels available in the region.