The Ministry of Tourism of the Dominican Republic, the driving force behind the Dominican Republic’s tourism sector, aimed at showcasing the natural beauty of the country and promoting the massive attraction of French tourists, called upon Worldcom OOH, a global media trading expert, to develop a powerful OOH campaign at iconic points in Paris.
The impressive campaign took place within the framework of the IFTM Top Resa 2023, the leading trade fair for the tourism sector in France, which took place from October 3 to 5 at Paris Porte de Versailles. In this context, the world’s most touristy city made an impact with the brand’s message projected onto the iconic buildings. The Parisian night was illuminated with the logo and landscapes of the Dominican Republic using mapping, an innovative form of non-traditional advertising that employs high-quality projections on buildings, monuments, and other three-dimensional objects with highly detailed images tailored to the specific shapes and dimensions of the surfaces on which they are projected.
The campaign used the walls of emblematic buildings in strategic locations with high pedestrian and vehicular traffic flow for projection. Among the most significant spots in the activation were projections on the walls of the Paris Opera, the Trocadero Palace, several others with views from the Hotel de Ville, along the iconic Rue de Rivoli with a stunning view of the Tuileries Gardens, and a large projection on General Camou, one of the thoroughfares with direct views of the Eiffel Tower.
“The Ministry of Tourism of the Dominican Republic has estimated that the Caribbean country will have received 9.8 million international tourists in 2023, making it the region with the second-highest number of visitors, surpassed only by Mexico. For Worldcom OOH, it is a privilege to have executed this high-impact campaign for this client and to promote this country with its unique natural beauty, allowing it to showcase its landscapes in one of the world’s most enchanting cities, Paris. The entire campaign was a significant challenge, particularly the implementation in strategic locations using mapping. This is an innovative and eye-catching form of OOH promotion that, when creatively employed, has a unique ability to capture attention and leave a lasting impression on the target audience, making it a highly effective tool for marketing campaigns,” commented Karina Vázquez, Commercial Director of Latcom LATAM and USA LATAM.