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Launch new luxury 55-room resort in Punta Cana, Dominican Republic. The property is the first of its kind in that it featured an extensive wine library of over 250 brands and 8,000 bottles from all over the world. In addition, a cigar bar and lounge along with gourmet restaurant, fusion and casual restaurants would also be offered. For the Caribbean these amenities and facilities are virtually unheard of, particularly in the Dominican Republic known for inexpensive all-inclusive. The PR strategy was to launch this new product while repositioning the Dominican Republic to change the traveling public’s opinion of the island.
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Secure targeted editorial coverage in top tier luxury media outlets in the U.S. announcing the opening of this new high-end resort. To incorporate key message of repositioning the Dominican Republic and the traveling public’s perception of the island. |
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Because the agency also represents another Dominican Republic property on the opposite coast (Casa Colonial Beach Resort) we positioned both properties as leading the charge in reshaping the image of the Dominican Republic.
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The following is a short list of media attending the media luncheon:
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Caribbean Travel + Life, November 2006, Circulation: 156,279, "The D.R. (Dynamic Republic)"
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Food & Wine, November 2006, Circulation: 951,339, "Hot News in the Caribbean"
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The New York Times, October 2006, Circulation: 1,420,420, "A New Place in the Sun"
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Food & Wine, September 2006, Circulation: 951,339, "Resorts"
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The New York Times, August 27, 2006, Circulation: 1,420,420, "Comings and Goings- Helicopter Service"
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Conde Nast Traveler, July 2006, Circulation: 787,947, "Dominican Republic"
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Travel + Leisure, June 2006, Circulation: 985,627, "The New Gold Coast" (This placement won the Hotel Sales and Marketing Association International's Adrian Platinum Award for Public Relations-Feature Placement)
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Conde Nast Traveler, May 2006- Circulation 787,947, "Conde Nast Hot List" by
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Forbes.com, May 8, 2006- Viewers per month: 6,705,061, "Moneymoons"
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Departures, Jan/Feb 2006- Circulation: 911,988,"What's Haute in the Caribbean"
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