Excelencias Group Recognizes Europe’s Publicity Blitz in the Dominican Republic

Jose Carlos de Santiago, president and CEO of the Excelencias Group, presented Tuesday his company’s award in the category of Best Publicity Campaign to Made In Spain, a Spanish firm that created the Europe-oriented advertising plan for the Dominican Republic for the 2006-2007 period.

Paola Dimitri, head of the Dominican Republic’s Tourism Office in Spain, told Caribbean News Digital that picking Made In Spain for that particular campaign was like “hitting the nail right on the head.” According to Mrs. Dimitri, Made In Spain’s publicity project really “presents our country in a comprehensive way, underscoring our major travel destinations and sightseeing spots.”

Made In Spain chief Andres Gil said the advertising campaign hinges on the many travel attractions the Dominican Republic has to offer, choices other than the common sun-and-sand options that deal with culture, history and heritage.

Excelencias’ Jose Carlos de Santiago explained that the jury based its verdict not only on the fact that the promotional campaign is esthetically very good and original, but also on its effort to sell the Dominican Republic as a travel destination on the whole. “There are other campaigns out there that make you wonder if you’re just buying the Dominican Republic as a travel destination or just a piece of its sky,” Mr. de Santiago told Caribbean News Digital.

A blue-ribbon panel of nearly 200 consumers cast 68 percent of all votes for the Dominican Republic for the period between 2006 and 2007, mostly based on the increasing investment that the Made In Spain’s promotional blitz has encouraged both in Spain and in the rest of Europe.