Client: Dominican Republic Ministry of Tourism
Project: #TheRealDR
In 2019, Dominican Republic had a series of incidents with some tourists that tarnished the country's image and reputation. These were isolated incidents, but the media took them out of context and blew them out of proportion. To address this, we launched a crisis management campaign called "The Real DR."
It was divided into two phases.
It was divided into two phases.
The first phase included testimonials from actual tourists while vacationing in DR after the incidents, talking about their real experience. It featured a series of videos that were published on digital platforms, using the hashtag #TheRealDR to drive the conversation. This portion also included heavy PR and social media tactics.
It took the voice away from the client and gave it to the consumer to show that the country did not need to defend itself.
It took the voice away from the client and gave it to the consumer to show that the country did not need to defend itself.
The second phase gave the voice back to the country in a campaign that showcased "the real DR": a warm, welcoming, and safe country that has it all for a perfect and safe vacation.
TV Spots
Web Banners
