USD 2.5 M
Retorno de inversión
95 Millones
Impresiones en la campaña digital
300,000
Nuevos seguidores en las plataformas de redes sociales de MITUR
50%
Incremento en el ingreso de turistas después de la implementación
OBJETIVOS
SOLUCIÓN
La realidad virtual es una de las herramientas más populares en el turismo hoy en día y, según The New York Times. Newlink fue uno de los pioneros en el uso de esta tecnología en campañas promocionales.
Teniendo en cuenta que República Dominicana es un destino lejano para la mayoría de los visitantes de América del Sur, quienes además tienen buenas playas en su región, Newlink necesitaba destacar adecuadamente la variedad de experiencias que ofrece el país más allá de sol y la playa, con el fin de hacer de este destino un lugar aún más atractivo para visitar.
TRANSFORMACIÓN
República Dominicana revolucionó sus esfuerzos de marketing del destino con una activación de alto impacto: una experiencia de 360 grados. Estos videos de realidad virtual permiten que los visitantes experimenten las distintas atracciones del destino en ecoturismo y aventura.
Con el fin de crear una conexión relevante entre República Dominicana y los potenciales viajeros en tres de los principales mercados en América Latina, incluyendo Brasil, Colombia y Argentina, Newlink seleccionó puntos de alta circulación para montar cabinas promocionales que ofrecieron a los visitantes la oportunidad de interactuar con la marca de manera individual.
En las cabinas ubicadas en el aeropuerto internacional de Guarulhos en Sao Paulo, el aeropuerto internacional El Dorado en Bogotá y el centro comercial Palmas del Pilar en Buenos Aires también se distribuían materiales promocionales.
Las iniciativas de marketing de realidad virtual de MITUR formaron parte de una campaña integral para promover la República Dominicana en América Latina. Como parte de la campaña global, los esfuerzos de relaciones públicas generaron un retorno de inversión de casi USD$2. 5M, 95 millones impresiones a través de una campaña digital, y captación de más de 300,000 nuevos seguidores en las plataformas de redes sociales de MITUR.
El ser audaz para explorar nuevas e innovadoras maneras de llegar a viajeros potenciales de la República Dominicana posicionó a Newlink como una de las primeras empresas en utilizar la tecnología de realidad virtual en promoción turística, según The New York Times.
Así mismo, gracias a la campaña, Newlink ganó un prestigioso Stevie Award de plata en el año 2016. Los premios Stevie distinguen tanto a las organizaciones de todo tipo y tamaño como a su personal, reconociendo el desempeño sobresaliente en el lugar de trabajo en todo el mundo. Desde que se realizó esta campaña, la llegada de turistas desde Latinoamérica hacia el destino turístico dominicano se ha incrementado en un 50%.
SOBRE EL CLIENTE
Ministerio de Turismo de República Dominicana, MITUR
El Ministerio de Turismo de República Dominicana, MITUR, ha trabajado desde 2013 con Newlink para desarrollar un continuo esfuerzo de posicionamiento en América Latina a través de comunicaciones y campañas de marketing. Durante 2015, el destino turístico se concentró en Argentina, Brasil, Chile, Colombia, México y Venezuela como principales mercados para promover sus múltiples opciones, que van desde los destinos de playa más relajantes hasta experiencias llenas de adrenalina, y también enclaves naturales. Con fuertes competidores con grandes presupuestos promocionales en la región, la agencia necesitaba encontrar una manera creativa para aumentar la visibilidad y fomentar la intención de viajar de visitantes potenciales.
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V1.0, September 2021