Marketing
Dominica
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
