La Romana-Bayahibe Hotel Association Debuts Marketing Program To Increase Visibility, Visits From United States Vacationers
An attention-getting marketing program aimed at increasing the number of visitors to the La Romana area from the United States has been introduced by the La Romana-Bayahibe Hotel Association.
The association and the area's most prominent resorts, along with Casino Dominicus, and Tropical Tours, are partnering to promote the area. The marketing program, overseen by Lissette Gil, Director of La Romana-Bayahibe Hotel Association, includes:
- The name "La Romana," was chosen to honor the culture and natural resources of the Bayahibe and Casa de Campo areas. It complements the persona reflected by the name of the regional airport.
- "Distinctively Dominican," a new theme accenting the location and heritage of the La Romana area
- A new logo featuring the Distinctively Dominican theme within its headline
- A U.S.-aimed magazine advertising program directed at travel agents, tour operators, and tour wholesalers
- An aggressive public relations program aimed at increasing the overall visibility of the La Romana area's location, resorts, attractions, and experiences
- An online marketing program centered around a new Website: www.explorelaromana.com
"This new marketing program focuses the marketing skills of the area's five most successful tourism marketers into a single, concentrated idea: vacation in the La Romana area," said Gil. "Travel research shows that people's travel planning starts with the selection of a destination. To make the La Romana area a destination of choice, our new campaign addresses La Romana as a travel brand, creatively adopting some of the strategies and tactics that have built identities for other, more well-known destination areas."
The La Romana-Bayahibe Hotel Association partners include Casa de Campo, Oasis Canoa, Sunscape Casa del Mar, Viva Wyndham Dominicus Beach, Viva Wyndham Dominicus Palace, Casino Dominicus, and Tropical Tours. The resort area is less than 20 minutes away from the La Romana International Airport and is one of the fastest growing tourist destinations in the entire Caribbean. www.explorelaromana.com
Logos, product and company names mentioned are the property of their respective owners.
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