Prior 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 revealed just how reliant the destination was on the European market and they sought to break into the U.S. Market. Because the destination had never had an agency to work with previously, the destination had no clear value proposition and no clear brand identity and the web presences were not up to par with the audience’s expectations.

In order to create the positioning, branding, and materials extensive research on the site and interviews needed to be held with local stakeholders. After immersion NM+U concluded that destination’s culture, history, vibrance, and unique geography were the key to unlocking value proposition.

On top of the branding and positioning work done for the destination, NM+U was also in charge of all top-of-funnel digital marketing efforts to garner awareness of the destination and it’s reasons to visit.