Our Dominicana
Driving consideration with US travellers
Our task was to motivate a US audience to consider booking a trip to the Dominican Republic through Expedia.
Setting out to broaden horizons
The challenge was that people didn’t appreciate the full extent of what the Dominican Republic has to offer beyond what people usually expect of a Caribbean getaway. Yes, it’s a place with incredible beaches and luxurious resort hotels, but you don’t have to stray far from the beaten track to find a country full of culture, colour, and truly unique experiences.
Through local eyes
We created ‘Our Dominicana’, a five-part branded entertainment series that shows viewers the variety and breadth of the Dominican Republic through local eyes. We recruited Judith Rodríguez – a Dominican journalist, writer, and star of stage & screen – to take us on a journey to Puerto Plata, Samana, Santo Domingo, Punta Cana and La Romana. Judith’s passion for her country’s culture and people meant she was the perfect person to meet up with local artists, musicians, cocktail maestros, and gourmet chefs to showcase the plethora of amazing experiences on offer!
CREATING A SERIES IDENTITY
To elevate the series a visual identity was developed that took inspiration from the five locations featured and the nation’s iconic red, white, and blue bandera – which is found everywhere in the island nation.
“Honestly I had only thought about the Bahamas when thinking of travelling to the Caribbean but now the Dominican Republic is seriously on my list. the food and culture seems beautiful and I want to go”.
Entertainment that changes behaviour
Our series had a substantial impact on the intention to travel to the Dominican Republic, with >50% viewers motivated to book a trip after watching the series, and 18% viewers adding the destination to their “bucket list” of travel destinations.
“There’s way more to the Dominican Republic than I knew about!”