Dynamic campaign focuses on the country’s hospitable and diverse offerings

SANTO DOMINGO, DOMINICAN REPUBLIC – AUG., 22, 2018 – Well known for the natural beauty of its white sand beaches, crystal blue waters and incredible weather year-round, Dominican Republic’s latest marketing campaign is taking a shift to focus on its most-valued resource – the warm and hospitable people of the country.

In the recently launched “Smiles” campaign The Dominican Republic Ministry of Tourism (MITUR) focuses on the beauty and hospitality of the Dominican people as the main reason it is an ideal destination. The campaign features the country’s distinguishing factors which embed a contagious smile across tourists and locals alike.

“The ‘Smiles’ campaign offers a fresh approach to destination advertising by promoting one of our country’s most valuable, yet intangible assets – happiness – which is not just a feeling in our country, but a way of life, “said Magaly Toribio, Marketing Advisor for the Dominican Republic Ministry of Tourism. “The campaign uses striking visual imagery and engaging and eloquent content to capture the true warm and welcoming essence of Dominican Republic, while extending a personal invitation to visitors from all corners of the world to experience it first-hand, provoking an endless and contagious smile.”

The campaign includes traditional and modern digital, print, social media and public relations tactics promoting the country’s north and east coast. Among the promotions are two videos showcasing the wide range of offerings, starting in Santo Domingo, the most modern and dynamic metropolis in the Caribbean to the iconic white-sand shores of the east coast in Juan Dolio, La Romana and Punta Cana where reality exceeds dreams. The second video invites visitors to explore the north coast and partake in adrenaline pumping activities such as kite surfing in Cabarete, cultural exploration in Puerto Plata, endless natural beauty in Samaná and enjoy the gastronomic delights in Sosúa and Miches.

In addition to the campaign launch, Dominican Republic is proud to share in the first seven months of 2018 more than 4.1 million visitors have entered Dominican Republic, a 5.9 percent increase compared to the same time in 2017, according to the Central Bank.

While sun and beach remain the country’s most sought attractions, MITUR is dedicated to expanding knowledge of its diverse offerings including golf, culture, gastronomy, sustainability and adventure.

Between lush Samaná, sunny Punta Cana, luxe La Romana, bustling Barahona, historic Santo Domingo and more, the country has something for every type of traveler and budget. This campaign validates MITUR’s hard-work and invites visitors to see first-hand how Dominican Republic has it all.

Catch the feeling and check out a first-look at the campaign here. To learn more about Dominican Republic and begin planning your trip, visit www.GoDominicanRepublic.com.



About Dominican Republic

Surrounded by the Atlantic Ocean on the north and the Caribbean Sea on the south, our lush tropical and paradisiacal country boasts nearly 1,000 miles of coastline, magnificent resorts and hotels, and a variety of sports, recreation and entertainment options. Here you can dance to the pulse pounding thrill of the merengue, renew in our luxurious and diverse accommodations, explore ancient relics of centuries past, delight in delicious Dominican gastronomy or enjoy ecotourism adventures in our magnificent national parks, mountain ranges, rivers and beaches.

Known for our warm and hospitable people, Dominican Republic is a destination like no other, featuring astounding nature, intriguing history and rich cultural experiences like music, art and festivals, plus uniquely Dominican specialties such as cigars, rum, chocolate, coffee, merengue, amber and larimar.

Dominican Republic features the best beaches, fascinating history and culture, and is a chosen escape for celebrities, couples and families alike. Visit Dominican Republic Ministry of Tourism’s official website at: www.GoDominicanRepublic.com.


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BVK Public Relations for DR Ministry of Tourism
Annie Holschuh, US PR Director
(414) 247-2140 / annie.holschuh@bvk.com

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