The Dominican Republic Tourist Board is investing $800,000 on its first advertising campaign since health and accommodation problems hit its tourist industry in 1998.
The island’s tourist chiefs put any advertising on hold during the past year following the health concerns, which caused a 20% slump in UKvisitors in 1998.
But the island’s tourist chiefs clean up campaign has prompted a recovery.
Board director Rocio Rossi said:”Before it was better to stay low key. We know that now is the right time to invest.”
The three-part, one-year campaign has been called ‘Where it all began’, and focuses on colonial heritage and natural attractions.
The first part of the campaign will run in consumer and trade press combined with bus and railway advertising.
The first three months of the campaign concentrate on London with a second push in Manchester and Birmingham in the spring.
Wedding and golfing markets will be targeted in particular with adverts in the specialist press. There are plans for point-of-sale material for travel agents.
The tourist board is targeting a 10%-13% increase in UK visitors this year.