The Fashion World

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Re-Energizing the Dominica Brand
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Dominica Remains an Unspoiled Haven. To maintain
this we must attract the right visitor.
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Campaign Strategy

• Define and gain a deep understanding of our
  target audience
• Shift the mindset to think of Dominica as a
  Nature destination that happens to be in the
  Caribbean
• Position Dominica as a destination of lush,
  unspoiled natural beauty and unique cultural
  assets
• Create a fully integrated communications campaign
• Turn visitors into Ambassadors via database

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The Right Visitor Life Enthusiasts
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People who have achieved an advanced level of
self awareness and are in touch with their
personal needs. They understand that in order to
maintain physical, mental and spiritual wellness,
they must be in contact with nature. They know
that nature brings balance to their lives, and
are willing to pro-actively pursue it. They are
participants, not spectators. They seek out
authentic experiences, personal challenges and
the possibility of the unknown. They use travel
to fulfill their needs. They travel to gain new
experiences, see new places and meet new people.
They travel to recharge their batteries, and
return feeling fresh and rejuvenated, with a
strong sense of accomplishment. Developed for
Dominica by Green Team

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• The Right Kind of Visitor will
• Appreciate Dominica for what it is
• Define Future development
• Create positive word of mouth

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Target Definition
LIFE ENTHUSIASTS
Frequent International Travelers
4 Trips in past 3 yrs
Adventure Seekers
Participated in Mountain Biking, Scuba Diving,
Snorkeling, Canoeing/Kayaking, White Water
Rafting, Bird Watching
Environmentally Responsible
Environmental Products Willing to pay more
Willing to go out of their way
Source MRI Doublebase 2005
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Target Universe
LIFE ENTHUSIASTS
Frequent International Travelers
5.2MM (US Adults) 2.4 (of Adult Population)
Adventure Seekers
Environmentally Responsible
Source MRI Doublebase 2005
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Life Enthusiasts Target Mindset

• Self-Aware
• Inland vs. beach
• Unpretentious Pragmatic
• Prescriptive Travel
• Life changing event
• Healing Rejuvenation
• Organic Experience
• Nature based
• Natural occurrences

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Life Enthusiasts How To Talk To Them

• Be completely honest
• Dont talk down to them
• Dont give them recycled travel cliches
• Appeal to their intellect and their emotions

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Life Enthusiasts How To Talk To Them

• Be completely honest
• Dont talk down to them
• Dont give them recycled travel cliches
• Appeal to their intellect and their emotions

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Life Enthusiasts Affinities(Magazines indexing
over 200)
Adventure Seekers
Sierra, Outside, Backpacker, Scuba Diving,
Ski/Skiing, Bicycling
Frequent Travel
National Geographic Traveler Condé Nast Traveler
Curious/Academic
Scientific American Natural History
Culture/Arts
Atlantic Monthly, Smithsonian The New Yorker, New
York Times
Hobbyists
Audubon Popular Photo Image
Life Change
Real Simple
Source MRI Doublebase 2005
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Life Enthusiasts Affinities(Magazines indexing
over 200)
Adventure Seekers
Sierra, Outside, Backpacker, Scuba Diving,
Ski/Skiing, Bicycling
Frequent Travel
National Geographic Traveler Condé Nast Traveler
Curious/Academic
Scientific American Natural History
Culture/Arts
Atlantic Monthly, Smithsonian The New Yorker, New
York Times
Hobbyists
Audubon Popular Photo Image
Life Change
Real Simple
Source MRI Doublebase 2005
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Life Enthusiasts Niche Markets

• Primary
• Scuba divers
• Hiker/trekkers
• Naturalists (botanists, birder/whale watchers)
• Academics
• Photo Enthusiasts
• Secondary
• Romance (wedding/honeymoon)
• Family (traveling with children)
• Culture vultures

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Creative
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Creative

• The Three Pillars of Dominica
• Physical
• Mental
• Spiritual

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Creative

• The Three Pillars of Dominica
• Physical
• Activities involving nature--hiking, scuba, etc.
• Mental
• Natural beauty of mountains, waterfalls, etc.,
  coupled with interaction with warm, welcoming
  people
• Spiritual
• A sense of connectivity, balance and rejuvenation

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Creative Umbrella Message

• Dominica is a unique, natural destination in
  the Caribbean. Here, amidst an abundance of lush,
  natural beauty, you can regain balance, and enjoy
  an overall sense of wellness by interacting with
  nature, and kind welcoming people.

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• We Are Who We Are
• Dominica is not like most Caribbean
  destinations. If someone comes expecting wide
  expanses of white sand beaches, high-rise luxury
  condos and pretentious restaurants, he will be
  sorely disappointed. On the other hand, Dominica
  has a vast array of unspoiled, natural
  attractions other Caribbean islands dont.

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In Production
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In Production
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In Production
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Collateral Spreads
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Collateral Covers
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DISCOVERDOMINICA.COM
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DiscoverDominica.com
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DiscoverDominica.com
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Thanks