Dominican Republic

La Romana Destination Branding + Marketing

La Romana is a destination nestled in the SE part of the Dominican republic, largely overlooked by the North American audience as a travel destination, it has remained a hidden gem of the Caribbean. As the destination began to grown, La Romana launched an RFP to find the right partner to help grow awareness and drive traffic to the destination from North America.


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.

La Romana / Pattern Options
Brand Elements
Marketing Materials
Website Creation
Social Templates
Digital Templates
a screenshot of digital creative ads for La Romana
La Romana: Destination Marketing