Marketing

Cascade île de la Dominique

Dominica

Logo office du tourisme Dominique
Which strategy to implement to emerge stronger towards your targeted audience?

Objective

Since 2016, GroupExpression was appointed as discover Dominica representative on the French market, in order to increase the number of French visitors to the island to reach again the 2014 figures (year of reference) with more than 5,000 arrivals from metropolitan France. The destination suffered from a lack of notoriety on the market and despite its location between two French territories, as a former British colony, it doesn’t come at first in French peoples’ mind

Approach

GroupExpression developed a 360° communication plan including public relations focus, trade stimulation, social media push as well as direct consumer campaigns (programmatic buy) . The core targets defined were the adventure travelers, nature lovers, and outdoor seekers with a different approach on niche audiences more captive, hiking and diving, and a wider audience of nature and preserved destinations lovers

Results

+48% FRENCH VISITORS IN 2019 COMPARED TO 2014 – FROM 5 018 IN 2014 TO 7 423 IN 2019
+141% FANS ON THE FRENCH FACEBOOK PAGE – CREATION OF A LOYAL AND ENGAGED COMMUNITY

Some pictures of the campaign

Other achievements

Mayotte_ B2B event
Lithuania_B2B My Secret Travel
Dominica_360 campaign
Belize_Diving show
Las Vegas_Level
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