Industry Update
Opinion Article21 October 2021

Using Creative Solutions to Highlight the Diversity of the Dominican Republic

By Ana Paradela, Director, Business Development at Expedia Group Media Solutions

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Like other locales hard-hit by the events of the past 18 months, the Dominican Republic is focusing on rebuilding and recovering. The summer travel season may be behind us and we have headed into cooler months, but that doesn’t mean travel has to slow down. In fact, destinations in the Caribbean are very attractive all year round due to their warm weather and turquoise blue beaches. In this post we look at how, with the help of Expedia Group Media Solutions, the Dominican Republic continues to entice travelers no matter the season.

As COVID-19 restrictions eased and vaccination rates increased in much of the globe so, too, did interest in visiting the Caribbean. American travelers have always found it a convenient destination – for many it’s just a short plane ride away. But recovery will take more than just a successful season, especially now as the Delta variant has caused many travelers to exercise caution once again. To counter both this mindset and the usual lull of shoulder season months, the Dominican Republic Ministry of Tourism joined forces with Media Solutions to look for ways to promote travel in a way that illustrates all that the country has to offer.

The destination collaborated with our award-winning Creative Partnerships team to develop a custom, interactive media experience featuring a video that tells the story of the Dominican Republic and highlights the country’s unique natural beauty, exciting activities, and historical and cultural attractions. Travelers can click and pause throughout to explore specific areas and activities of interest – whether it’s beaches and waterfalls or ziplining and touring heritage sites.

The feature also includes a selection of specific itineraries suited to individual traveler personalities. Are you outdoorsy? Adventurous? Interested in the Dominican Republic’s fascinating history? Each itinerary includes a list of local sites you can visit, engaging activities, recommended accommodations, and more, depending on your tastes.

The destination also leveraged Travel Spotlights, a tailored, premium landing page solution designed to inspire and convert shoppers. In this case, a co-branded article tells the unique story of the Dominican Republic through vibrant imagery and intriguing editorial.

In addition to the interactive media experience and article, the campaign also features a dedicated hub page full of useful information on activities and attractions. Also highlighted are the destination’s impressive COVID-19 safety measures, which include fully vaccinated tourism workers, free testing, contactless arrival, and even free emergency health coverage. And all the campaign’s pages have integrated booking capabilities, making it easy for shoppers to book their vacation to the Dominican Republic.

Learn more about the many ways Media Solutions can help your brand recover and rebuild with the help of our Creative Partnerships team. You can also check out the Q2 2021 travel Recovery Trend Report to gain insights into recent trends in traveler behavior and how they might impact your business.

Download the Report

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Ana Paradela

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    About Expedia Group Media Solutions

    Expedia Group™ Media Solutions, the advertising organization of Expedia Group, offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Group Media Solutions provides marketing partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.

    © 2021 Expedia, Inc., an Expedia Group company. All rights reserved. Expedia and the Expedia Group logo are trademarks of Expedia, Inc.

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