Prior to the pandemic, La Romana attracted mostly European travelers. European consumers and travel agents loved the destination’s value pricing, amazing beaches, and great hotels.

Following the pandemic, La Romana wanted to diversify and grow its share of North American travelers who traditionally favored other, more established Dominican Republic destinations.

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.