The initiative was aimed at positioning the Dominican Republic as the summer destination for young Spaniards.
In order to promote the Dominican Republic as a summer destination for Spanish youth looking for new experiences, the Ministry of Tourism and New Blue, a tour operating brand specialized in youth travel, organized a contest during the MadCool festival.
MadCool, recognized as one of the best festivals in Europe at the moment, took place in Madrid, offering 3 full days of live music with performances by world-renowned international bands and artists that brought together more than 360,000 spectators.
The initiative aimed to position the Dominican Republic as the summer destination for young Spaniards, who according to the INE account for 51.6% of trips abroad for leisure and vacation purposes.
Millennials are the ones who travel the most and people from Madrid are the ones who choose international destinations the most. With this action, New Blue and Dominican Republic wanted to capture their attention and show them the benefits of its tourism offer.
New Blue, official sponsor of the event and partner of Dominican Republic, broadcasted a spot on the stage screens during the festival encouraging visitors to come to our stand and participate in the raffle for a trip to Punta Cana for two.
Among the attractions of the event, there were booths strategically located throughout the venue, where attendees could interact with different brands.
The Dominican stand, decorated with palm trees and a swing that transported to the paradisiacal beaches of the country, where there was a small stage where festival attendees joined in dancing to the rhythm of Dominican music.
In addition, influencer Ana Zapatillas, with more than 15 thousand followers on Instagram, was in charge of spreading the action on social networks and encouraging the public to get to know the country.