La Romana: Destination Awareness Campaign
Introduction
La Romana, a hidden gem in the southeastern Dominican Republic, has long been a favorite among European travelers but remained largely overlooked by North American tourists. As the destination grew, La Romana set out to find a tourism marketing partner that could elevate its brand, increase U.S. travel interest, and drive more visitors to the region.
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.
