Multi-Platform Awareness Campaign
Intro
La Romana is a quaint destination in the southern coast of the Dominican Republic. Nestled in between Santo Domingo and Punta Cana, La Romana was a growing destination but struggled with awareness and consideration by travelers looking to book their ultimate Caribbean vacation.
Challenge
Prior to the pandemic, La Romana attracted mostly European travelers. European consumers and travel agents loved the destination’s value pricing, amazing beaches, and great hotels.
Following the pandemic, La Romana wanted to diversify and grow its share of North American travelers who traditionally favored other, more established Dominican Republic destinations.
2023 Results
All Platforms Total Impressions
All Platforms Total Clicks
META Average CPM (Cost-Per-thousand)
All Platforms Average CPM (Cost-Per-Click)
Programmatic CPM (Cost-Per-Thousand)
How We Did It
GOOGLE SEM / GOOGLE DISPLAY 1 GOOGLE PERMAX / META / DIGITAL BILLBOARDS / 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.
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