What started as a pitch to rebrand Dominica “the Nature Island” changed quickly after Hurricane Maria devastated the country. We immediately shifted our efforts to recovery communication and voluntourism, until it was time to promote tourism again. Less than two years after the storm, we launched a new website, activated a global toolkit in 3 languages and defined Dominica as the purest experience in the Caribbean. Tourism traffic has nearly returned to pre-hurricane numbers, well ahead of expectations.
discoverdominica website
A new brand, positioning, and website were designed, developed, and launched to help inspire and convert potential travelers to welcome guests.
Working with Matador Network - we drafted guidelines for content and storylines, shot lists, and strategic points to incorporate by curated travel influencers. Allowing this editorial content piece could live organically as a native Matador travel guide.