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Este informe no está disponible en español. CARIBBEAN BUSINESSD.R. Launches $2 Million Ad Campaign Targeting Puerto Rico ResidentsInitiative to capitalize on cultural similarity, proximity, and all-inclusive offers provided by the neighboring islandBY EVELYN GUADALUPE-FAJARDODecember 13, 2001 The Dominican Republic’s (D.R.) cultural similarity, proximity, and all-inclusive offers have attracted Puerto Rico residents to it as a travel destination for years. Capitalizing on these advantages, the D.R. has launched a $2 million advertising campaign for the Puerto Rico market called "Un Mundo…Muy Cerca de Ti" (A World…Very Close to You). The marketing effort is part of a new government policy to promote the tourism sector, which contributes approximately $200 million (3 billion pesos) a year to the Dominican economy. The local campaign is also expected to help revitalize economic and cultural exchange between Puerto Rico and the D.R. Puerto Rico residents make up 6% of the D.R.’s visitor market. The North American market accounts for 45%, followed by the European and South American markets. Designed by Puerto Rico advertising firm Ballori & Farre, the campaign presents the D.R. as a complete vacation destination and is designed to attract all market segments–from family vacationers to corporate and convention business travelers. There will be one 60-second, one 30-second, and two15-second TV ads. Besides TV, the campaign will be featured in print media, radio, bus shelters, and movie theaters. "Our campaign emphasizes the Dominican Republic as a true alternative for the Puerto Rican traveler due to its close proximity," said Rafael Subervi Bonilla, minister of Tourism for the D.R, in a press conference last week. "The distance is short and the residents of Puerto Rico can access the multiple tourist destinations within the D.R. by short plane trip." To meet increased travel demand, American Eagle is adding more flights to all of its destinations in the D.R. this winter American Eagle has now scheduled 32 flights to the seven destinations to which it operates in the DR. In addition to Jose Peña Gomez Las Americas International airport in Santo Domingo, it also flies to La Romana, Puerto Plata, Punta Cana, and Santiago. It has also just inaugurated service to Santo Domingo's Herrera International Airport and Maria Montez International Airport in Barahona (CB Nov. 8). Air Santo Domingo will start providing once-daily service between its hub at Herrera airport and Isla Grande Airport in San Juan on Dec. 15 (CB Dec. 6). After the Sept. 11 attacks, tourist flow to the D.R. dropped by 10%. Most hotels in the Caribbean launched multi-million dollar advertising campaigns and dropped room rates to help cushion the impact. The D.R. stopped its advertising efforts in the U.S. after the attacks in order to reposition its advertising message to de-emphasize the festive aspects and focus more on solidarity with the North American market. A new stateside campaign is also being launched. This Caribbean Business article appears courtesy of Casiano Communications.
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