Real People, Real Stories, Real Punta Cana.
After a rapid decline of occupancy as a result of negative press in the Dominican Republic, helium was brought on by Excellence Resorts to help concept a campaign to change the narrative surrounding their properties in the DR. After our visit and speaking with guests and staff, we realized the challenge was to dispel fear of the unknown.
We devised a campaign titled Unfiltered Excellence, based around social influencers real-time stay and content creation at Excellence El Carmen and Excellence Punta Cana. The supporting message was: Real People, Real Stories, Real Punta Cana. This strategic messaging aimed to ‘lift the veil’ on what it’s really like to stay at Excellence Resorts in the DR.
We created print and digital ads, e-mail campaigns, and social content. Within a few months of the launch, occupancy at the resorts doubled from 30% up to 60% and increasing prior to having to close due to the pandemic.
the solution //
The general market will believe what they hear until they believe what they can see. Our goal was to show the impeccable experience, safety, and service at Excellence Resorts in the Dominican Republic through the eyes of real guests. With the commission of several travel-focused social influencers, we generated real-time stories, video, and photo content to document their stay at Excellence Resorts in the DR. With unique campaign hashtags and messaging, along with strategic media placement for helium’s design work, we targeted million’s of followers and potential travelers to “Capture Extraordinary Moments, Discover Unfiltered Excellence”.