MIAMI: The Dominican Republic Ministry of Tourism has named full service agency BVK as its AOR for advertising and PR in the US.
Gonzalo Gonzales, a managing officer at BVK's Miami office, said that the Dominican government made the decision to hire an agency in order to reinvigorate tourism on the island and position it as a vacation spot as appealing as any in the Caribbean.
"The minister of tourism, Felix Jimenez, had mentioned that they need to be more competitive in terms of building the equity for the destination as a brand in the US," Gonzales said.
The campaign, which will target US cities that serve as points of departure to the country, will focus not only on the traditional sun and sand appeal, but also eco-tourism and historical tourism. "They say that Christopher Columbus was the first tourist there," he noted. In addition, a mausoleum in Santo Domingo contains an urn that allegedly holds the 500-year-old bones of the explorer.
BVK's Miami office will be the primary contact for the account, but its headquarters in Milwaukee will provide creative assistance. Gonzales estimated that the agency would dedicate 20 to 30 people to the account.