La Romana Destination Branding

La Romana: Destination Branding

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 launched an RFP 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.

Solution

NM+U conducted in-depth research and on-site immersion, engaging with local stakeholders to uncover the essence of La Romana’s culture, history, and natural beauty. The team identified these attributes as the key to crafting a compelling destination branding strategy that would resonate with North American travelers. This research-driven approach helped develop the new La Romana’s positioning, brand identity, and tourism marketing materials, establishing a strong, competitive presence that could attract a broader global audience.