Client Situation
Given just a two-week lead time, DDR Public Relations executed a high-impact media relations campaign for the Dominican Republic Ministry of Tourism centering on a major public event and three smaller private media events in New York City. The public event featured the inauguration of an Immersive Dome in Times Square, highlighted by an interactive showcase of food, music and dance from the Dominican Republic. The Dome’s debut served to reinforce the country’s status as a top travel destination and to maximize tourism opportunities and promote the ties between the Dominican Republic and New York City, which is its largest tourist market. A highlight of the public event was an official ribbon-cutting ceremony featuring remarks made by key dignitaries, including Minister of Tourism David Collado.
Challenges
- Generate major media coverage and digital engagement for the public event.
- Secure top media to attend the three private media gatherings.
- Create relationships on behalf of the Dominican Republic with key trade and consumer print, online and broadcast media – Maximizing Media and Influencer Impact longterm
- Create awareness about the public event and attract large crowd attendance.
DDRPR Strategies
- Targeted Media Outreach: Establish new and enhance existing media relationships in order to generate mega event coverage by top national travel, consumer and business media and NYC print, online and broadcast outlets.
- Strategic Storytelling: Highlight the significant increase in tourists from New York, as well as showcase the Dominican Republic’s breathtaking array of offerings with record-breaking tourism achievements and news for both trade and consumer media.
- Influencer and Social Media Activations: Engage travel influencers to create shareable content and amplify digital reach to attract the attention of potential travelers and travel agents.
- Exclusive Media Engagement: Offer one-on-one media interviews and curated experiences via three private media gatherings exclusively for top-tier travel media.
- Multimedia Content Creation: Produce high-quality event photography, exciting video reels for social media, and a polished 5-minute video of the event to extend campaign impact post-event.
DDRPR Action
- Media Invitations & Outreach: DDRPR invited hundreds of key NYC media outlets and journalist to ensure strong attendance at all events.
- Pre-event publicity blitz efforts were conducted including all NYC media outlets, online event sites, social media pages, resources for tourists in NYC, local media and influencers, etc.
- DDRPR On-Site PR Support: DDRPR managed event logistics, including media, photos, video, influencers; interviews and content capture.
- Content Amplification:
- Distributed press releases across major newswires
- Created engaging visual (photo and video) content for media use
- Targeted pitching to top-tier publications and TV networks
- Partnered with influencers to expand event reach on social media
DDRPR Impact & Results
DDRPR uccessfully created buzz, placed positive news stories and generated major media coverage focusing on tourism in he Dominican Republic.
The public event in Times Square attracted a crowd of 500, joined by local officials and prominent guests from the Dominican Republic. Notable media attendees included USA Today, Forbes, New York Magazine, Glamour, Essence, Fortune, NY Post. NY Daily News, FOX 5 NY, PIX 11, In Style, AFAR, Travel + Leisure, Hotels Above Par and a host of other key travel trade and consumer publications. Our intensive media efforts and digital engagement resulted in significant media coverage and cultivated ongoing relationships with key journalists and influencers.
The results of our efforts included:
- 166.1M Total Potential Audience
- 673 Pickups (media placements)
- 5,318 Views & Hits
- 8,759 MultiMedia (plays, downloads)
- 166 Engagement (Click-throughs, Email shares, Social media posts, Print actions)
