Dominican Republic Becomes the “It” Destination of the Caribbean

The Dominican Republic Ministry of Tourism revealed its new advertising campaign for 2013 / 2014. The campaign is an extension of the previous "Has it All" tagline, expanding to capture the emotions inspired by the country and highlight the popular tourism destinations of Puerto Plata, La Romana, Samana, Santo Domingo and Punta Cana.


The new campaign strategy of "Has it All" depicts the personality of each region through stunning visuals and inspiring music. Each region is represented and differentiated by its unique attributes including activities and attractions, revealing that each region is a destination onto itself. Each region's "it factor" contributes to the whole of Dominican Republic – a country where tourists can truly have it all.

"Dominican Republic is a diverse destination that prides itself on offering unforgettable trips to travelers of varying interests," says Magaly Toribio, Marketing Advisor for the Dominican Republic Ministry of Tourism. "The 'Has it' campaign highlights the destinations' unique offerings and entices travelers to visit or return to explore a new area of the country, as each region provides an experience like no other."

Elements of the campaign include broadcast, print, outdoor, collateral and transit ads for each of the five key regions. The campaign was developed and implemented by BVKmeka, the Dominican Republic Ministry of Tourism's U.S. and Hispanic marketing agency since 2004, and can be viewed online at Dominican Republic's YouTube channel, Go Dominican Republic.  

The execution of this dynamic campaign required extensive production that included an array of materials:

  • 500 wardrobe pieces
  • 57 locations and 11 sets
  • 11 cameras
  • five different musical arrangements that reflect Dominican Republic's heritage
  • five regions and concepts
  • one heli-video for aerial shots and one underwater photographer
  • one world-class Dominican production company, Panamericana
  • one 50-person crew
  • one multicultural cast: USA, Canada, France, Spain, Argentina, Uruguay and Dominican Republic
  • …and one country that Has It All

About Dominican Republic

Dominican Republic's first tourist was Christopher Columbus in 1492. Rich in history, Dominican Republic has..Read more

By Dominican Republic Ministry of Tourism



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