A surf mall with these brands will attract more surfers and tourists to Cabarete. It will also provide employment opportunities and boost the local economy. add value marketingmix product > infrastructure > nightlife - Nightlife is already one of the main attractions of Cabarete. - However, it can be improved and diversified to attract different segments. - Develop a concept of beach clubs located on the main beaches. These clubs will have: - Daytime: Restaurants, cafes, beach bars. - Nighttime: Live music shows, DJs, dancing. - Focus on creating unique experiences through: - Local artists performances (music,

1. THINK :
DOMINICAN REPUBLIC

2. MY
DOMINICAN
VACATION
Punta Cana, DR / November 2015

3. THINK AGAIN

4. “Dominican Republic has it all”
* “DR has it all” : Official country brand slogan endorsed by the Dominican Republic Ministry of Tourism.
True. Known for the warm and hospitable people, DR is a
destination like no other; featuring astounding nature,
intriguing history and rich culture. Dominican Republic is the
second largest and most diverse Caribbean country.
This lush tropical island paradise boasts nearly 1,000 miles
of coastline, 250 miles of the world's top beaches,
magnificent resorts and hotels, and a variety of sports,
recreation and entertainment options.
However, through the years the country has focused
exclusively in the sun and beach tourism, specifically in the
East Region (Punta Cana) under the “all inclusive” model.

5. “Dominican Republic has it all”
* “DR has it all” : Official country brand slogan endorsed by the Dominican Republic Ministry of Tourism.
True. Known for the warm and hospitable people, DR is a
destination like no other; featuring astounding nature,
intriguing history and rich culture. Dominican Republic is the
second largest and most diverse Caribbean country.
This lush tropical island paradise boasts nearly 1,000 miles
of coastline, 250 miles of the world's top beaches,
magnificent resorts and hotels, and a variety of sports,
recreation and entertainment options.
However, through the years the country has focused
exclusively in the sun and beach tourism, specifically in the
East Region (Punta Cana) under the “all inclusive” model.
much remains undiscovered
… the best

6. citybrandmarketingplan
•CABARETE
Michelle Santos - Luis Kalaf - Marina Vasquez

7. Puerto Plata is one of the northern provinces of the
Dominican Republic. The area has become an
increasingly popular tourist attraction since the late
1990s mainly due to its fine beaches.
Cabarete is a town in the
Puerto Plata province noted for
its tourism and beaches. This
is a world-class kiteboarding,
windsurfing and laser sailing
destination due to its warm
waters and perfect wind
conditions. Cabarete is very
popular among the young and
adventurous because of the
aquatic sports offered on its
beach, its famous annual jazz
festival each fall and its
e c l e c t i c b a r s , c a f e s ,
restaurants and shops.
Cabarete Bay has been the location of
professional kitesurfing competitions (e.g.
"WorldCup/Copa Mundial", Master of the
Ocean), and nearby Playa Encuentro is
among the most popular surfing beaches in
the Caribbean.

8. Cabarete is currently positioned as the ideal
place to practice water sports such as wind,
kite & surfing in the Dominican Republic.
This one-time fishing and farming
hamlet is now the adventure-sports
capital of the country, booming with
condos and new development. You’ll
find a flourishing, grown-up beach town,
with top-notch hotels, and a beach
dining experience second to none, bars
and tourists from around the world,
especially young people. Cabarete is an
ideal spot to base yourself for exploring
the area – you’re within two hours’ drive
of the best that the coast has to offer,
you don’t even need to leave town. You’ll
hear a babble of five or six languages
as you walk Cabarete’s single street,
where the majority of the hotels,
restaurants and shops are located.
(not to mention the best winds and waves on the island)
positioning

9. 1
2
3
45
1.town centre + main beach
2.kite beach
3.playa encuentro
4.playa sosua
5.airport

10. >Beaches: Cabarete offers white sandy beaches
and crystal clear waters perfect for windsurfing and
kitesurfing , the most popular sports around which
several championships have been held .
Playa Cabarete : Main beach in front of town. Ideal for
watching windsurfing, though the very best windsurfers
are well offshore at the reef line. Look for them
performing huge high-speed jumps and even end-over-
end flips.
Kite Beach : Two kilometres west of town. A sight to
behold on windy days, when scores of kiters of all skill
levels negotiate huge sails and 30m lines amid the
waves and traffic. On those days there’s no swimming
here, as you’re liable to get run over.
Playa Encuentro : Four kilometres west of town. The
place to go for surfing, though top windsurfers and kite-
surfers sometimes come to take advantage of the larger
waves. The beach itself is a long, narrow stretch of sand
backed by lush tropical vegetation; strong tides and
rocky shallows make swimming here difficult.
resources

11. >Sports: Surfing, Kite Surfing, and Wind
Surfing, Diving, Snorkeling, Paddle
>Nightlife: Cabarete is full of life , both
day and night. bars located on the
seaside, open 24hrs. (i.e. LaX Cabarete,
Onno’s, Emerald Beach Club, etc).
>Highest seasonality: Spring Break -
thousands of locals and tourists come to
Cabarete for this season.
>Accomodations : In Cabarete there’s
more than 50 options for lodging that go
from 5 star resorts to several surfer’s
hostels.
>Gastronomy : Cabarete offers a wide
variety of seafood gastronomy as well as
German and Italian cuisine, due to the
broad amount of people from these
nationalities living there. In addition, it
offers local dishes for people who want to
try the authentic Dominican Republic’s
flavours. Ranging from fine dine to street
vendors.>Weather: all year long, the weather in
Cabarete is warm and sunny, with
temperatures between 25 - 32 degrees
Celcius.
>Other activities: Jazz Festival: yearly
festivals with national and international
artists, celebrated for a whole week during
the month of November.
resources

12. resources
culture
Fortaleza San Felipe: Built by the
Spaniards in the 16th century to
defend the north coast against
English, Dutch and French pirates,
San Felipe Fort is considered one
of the most important colonial
military structures in the Caribbean.
adventure
Damajagua Falls - located 45
minutes away from Cabarete:
The adventure consists in hiking a
mountain for about an hour and
jumping the 27 waterfalls located
on said mountain. For shy
adventurers, there’s the option of
hiking only the first 7 waterfalls.
eco
Cayo Arena: Popular excursion to a
sandbar in the middle of the ocean
with a reef where tourists can have
encounters with tame fish in their
natural habitat. On the return trip,
tourists get a ride through
mangrove forests.
tranquility
Sosúa - located 30 minutes away
by car from Cabarete, Sosúa
possesses long and quiet beaches,
hotels, hostels, and bars.

13. >Airport: Aeropuerto Internacional
Gregorio Luperón (POP), Puerto Plata.
Located in the province of Puerto Plata,
located 30 minutes away by car from
Cabarete.
>Land Transportation: by car or bus from
and to major cities. Taxi service available
24hrs a day.
accessibility
>Seaport: Amber Cove seaport, located in
the province of Puerto Plata, opened on
November 2nd, 2015.
resources

14. strengths
resources
• Natural, historical and cultural assets
• Friendly relaxed local people
• Easy access through air and sea
• Diversified economy
• Perfect warm weather all year round
• Lots of young entrepreneurs people
• Affordable prices in accommodations, meals and nightlife
• Incentive law : exemption of taxes for tourism investment
• DR : prime worldwide sun-sand destination
• Proximity to North American markets
weaknesses
investment
• Poor ground access : poor roads and ineffective public
transportation
• High cost of excursions organised by tour operators
• Culture is not integrated with tourism
• Lack of national planning during the height of development
has resulted in low product diversification in the country
• Lack of complementary offer besides “sun and sea”
• Lack of certifications and international quality regulations
• Lack of social awareness therefore commitment to preserve
the natural resources
opportunities
untapped potential
• Improve road network, domestic assess
• Product diversification into more active tourism
• Human resource development
• Supply chains for handcrafts, foods
• Development of cultural and historical tourism
• Interest of investors (local and global)
• Product diversification (besides all-inclusive)
• Great potential for ecotourism
• Wide range of accommodations options
threats
saturation
• Monochromatic product line : all-inclusive resorts
• Strong reliance on the all-inclusive resort market which is
tightly controlled by international tour operators
• Insecurity because of burglars
• Monopolistic domination by of tour operators
swot

15. international tourists investors
Kite and windsurfing academy owners
Hotels and surfing hostels
Nightclub, bar owners
Surf shops
Restaurateurs
water sports :
young amateurs
aficionados
beginners
Brands
Sports events sponsors

16. 23 y.o . Australian / Single
Graphic design student / freelancer
Surf-aficionado and backpacker
His work fits around his alternative lifestyle
He cares about the environment
Lives and breathes “the surf culture”
F r e q u e n t l y u s e s s o c i a l m e d i a t o
communicate with the friends he’s met
worldwide, traveling
Highest value : Independence
Doesn’t live more than a mile from the ocean,
practices 4 times a week
On weekends he takes off with friends to
nearby beaches in other cities but once a
year they choose an exotic kitesurfing
destination for a 10 day-trip
Main brands : Quicksilver, O’neill, Red Bull,
Billabong / Music : Alt-J, Arcade Fire, Arctic
Monkeys, Bob Marley
JASON
target

17. choicevectors
>location
The DR is located in the Caribbean. It’s one of the few places where you can escape the tourist
hordes, while still enjoying world-class tourism infrastructure.
>price
Compared to local destinations, Cabarete offers lodging, meals and nightlife, for a price that's
significantly lower than you think.
>weather
The perfect, crystalline beaches are complemented with a tropical weather the whole year =
warm waters and perfect wind.
>hospitality
Attribute that’s considered as a deal-breaking factor when it comes to choosing the DR as a
travel destination. Astute travellers and tourism professionals recognised the country not only for
its diverse destinations and unique splendours, but also for its signature hospitality.

18. Cape Town, South Africa
It is known as one of the top destinations for kite and wind
surfing in the world. The weather and wind is perfect for this
activities and travelers can have the luxurious advantages of
a big city with great night life. Lots of professionals of kite
and wind surfing spend several months in this city for training
for the competitions of the next season.
The coastline of the city also has grat landscapes and it also
offer other beaches perfect for relaxation.
This destination is located not too far from the main target
and it has the main advantages of a big city: the
infraestructures allows travelers to arrive there in an easy
way, also has several types of acommodations and the
trasportation is easy to access.
Maui, Hawaii
Tropical island where the
weather is warm through the
whole year and is favourite
destinations for world wide
competitions of surfing and kite
surfing. Perfect for begginers
and professional, the island
also offers different types of
beaches that can satisfied the
needs of other travelers as well.
Being in the pacific between
south Asia and North America,
it is well located for travelers
from Australia, south Asia and
United States.
Boracay,
Philippines
One of the best kite and windsurfing
places in south Asia. The island also
offers a good tropical
scenery with great landscapes and
perfect nightlife. It is still not a very
popular destination so thats
why travelers like this place so they
can do sports and relax without the
inconvenience of a large and
mainstream place.
competitors

19. competitors
- Affordability : significant difference
in price with other competitors
- “Not your common / average
spot”: relatively unknown location
to be discovered
cabarete

20. highlightshighlights
hidden treasure : discover affordable perfect conditions all year long

21. marketingmix
product > infrastructure > basics
>How to get there? Improvement of the roads leading to Cabarete from the main
cities of the country.
>Conservation of natural resources:
- Create an institution responsible for preserving the natural resources of the area in
order to keep the beaches clean and protect the species that live in Cabarete.
- Implement programs designed to educate the local population of Cabarete about
the preservation of natural resources and maintain the cleanliness of beaches.
>Regulations: Create and enforce a law that compels constructions to follow certain
guidelines for the building of infrastructures nearby the beach, in order to preserve
its resources (i.e. tall bulging affect the wind current; without wind, sports like
kitesurfing and windsurfing won’t be possible to practice in Cabarete).
>Laws: In 2013, Puerto Plata was included in the Incentive Law of the DR which
exempts taxes on tourists and foreign investors.
>Human resource: Create a public specialised hospitality and tourism management
school in order to train the local population to manage local hotels and provide
excellent services to tourists.
>Security: Improve the level of safety of the town, touristic police (Politur).

22. marketingmix
product > infrastructure
> the beach
>ensure clean and well preserved beaches
>security (touristic police)
>lifeguards
>lockers
>natural showers
hydration tiki bars
Beach booths installed in several spots on the
beach. This will also help local people to have
small business. Keeping in mind that the
infrastructures of those bars will have to be in
harmony to the beach atmosphere, local artists
will be invited to decorate these bars. The
display of local artists work will be
consider an additional attraction.
Maintain the natural
environment of the
beach. This is what
makes it special and
distinguishes us
f r o m o t h e r
competitors.
improve the beach/sport experience

23. product > infrastructure > transportation
bicing
• Because Cabarete is a
small town, we propose to
implement bicing as the
alternative to move from
place to place.
• Bicing stations to be
placed outside the main
beaches (Playa Cabarete,
Sosúa, Playa Encuentro).
• This will be aligned with
the proposed eco-friendly
concept designed to
preserve the area.
add value
marketingmix

24. marketingmix
product > infrastructure > complementary products
bootcamp
WASHED OUT
BEACH CAMP
[Washed out means when you crash into
the waves whilst surfing]
Concept: Water sports academy
targeted to beginners and
aficionados interested in polishing
their skills by practicing with
retired water sports professionals
who are currently living in
Cabarete.
Includes : one-one classes, surf trips,
lodging, gear, expendables, workshops,
nutrition guides, classes and other
complementary disciplines such as gym
and yoga.
-
add value

25. product > infrastructure > shopping
In Cabarete there’s already different
supermarkets, beach-clothing stores
and water sports equipment stores.
These stores are local and don’t offer
the wide variety that Cabarete will
need to satisfy a large increase in the
demand of surfers.
A t t r a c t : i n t e r n a t i o n a l
renowned sports brands
I.e. : Quicksilver, Billabong, Boz, Ron
Jon, Rip Curl, among others.
add value
marketingmix

26. product > infrastructure > dinning
Food trucks: Incentive for local
people to have new business. The
food would be a simple course and
would require a low investment. The
food trucks will be located in the
main street of Cabarete.
Food festivals can be developed
with a wide variety of seafood and
Dominican traditional dishes. Local
organisers of similar events will be
contacted in order to make new
versions of festivals at the beach.
For example, the Bocao Food Fest
Cabarete edition.
CABARETE
FOOD TRUCKS
DISTRICTaffordable - fun - in trend
broaden the culinary offer
add value

27. about the competition
>The most expensive hotels are located in Maui; 88% of lodging
prices are over 150 euros per night.
>In both, Bocaray and Cape Town, the cost of 57% of lodgings range
from 50 - 150 euros per night.
>The highest amount of hostels are located in Cape Town, with 49
available options.
We offer the most affordable lodging options
within the competitors aiming to the same target.
This is a key factor of decision among the target.
Even though we are adding value we aim to
MAINTAIN THIS PRICE POSITION
>offering exclusive special prices and
packages through our owned website
and mobile app
price
marketingmix
about us
>The least expensive hotels are located in Cabarete; 54% of lodgings
range from less than 50 - 100 euros per night.
>The lowest amount of hostels are located in Cabarete, with only 5
available options.

28. offline
International tour operators
Tourism Ministry of the DR
offices located worldwide
DR embassies worldwide
online
Owned website : www.cab.do
Owned mobile app
Travel websites:
Trip Advisor (website / app)
Booking.com (website / app)
Expedia.com
Lonely Planet
distribution
marketingmix
leverage on owned distribution
channels to create own data base
complement with the most
recognised and used channels by
the target to ensure availability

29. promotion > strategy
marketingmix
> public relations & sponsorships
> consumer promotion
> advertising
approach
360

30. promotion >
public relations
- social networks
- blogs
- “test product” for influencers
- magazines
- newspapers
- talk shows increase:
positive
mentions
WOM

31. promotion > sponsorships
alliances with relevant local and
international brands in order to leverage
on their reputation and social
networks
create attractive packages for locals and
tourists to stay in Cabarete for a week in
order to enjoy these championships.
drive trafficwater sports events

32. > S E A S S I O N S : m u s i c
sessions with local and
international artists that appeal
to our target group. Events to
be held by the seaside once a
year, to be sponsored by local
and international brands.
Music genres : electronic and
alternative rock. For example: Alt-J, The
1975, Wild Nothing, WhoMadeWho,
Juango Dávalos, Alex Ferreira, 311.
drive traffic
promotion > sponsorships
alternative music festivals

33. partnership : leverage on local brand
endorsement to enhance nightlife.
The One beer
Manufactured by Ambev (this
means budget)The One has a “soft
sensory profile” aimed at young
adult consumers.
brand philosophy :
“The One is a way of life, a movement, a
society, a community, a living philosophy.
The power of the One is the collective
power of individuals. It's a virus, not a
deadly one but one that's full of life. The
One is a secret society that operates from
the underground.”
existing brand that appeals the values
and interests of the target
> theme beach bar
> seasonal events add value
promotion > sponsorships

34. promotion > consumer promotion
>online promotion through youtube channel
partnership with GoPro
“upload your video of Cabarete and win prizes”
>promotion @ airports
DESTINATION SWAP
story-tell and go viral!

35. promotion > communication
> owned website
> social media
+ add value to the
p ro d u c t t h ro u g h
communication
mobile app : deliver
functionality // users can
check out the weather,
waves forecast, upcoming
e v e n t s , re c o m m e n d e d
places to go, among others.
+ t a k e
communication to a
n e x t l e v e l : a n
experience
v i r t u a l r e a l i t y
simulators placed at
strategic places // “live the
experience without going to
the place”

36. > communication strategy

37. highlightshighlights
hidden treasure : discover affordable perfect conditions all year long

38. highlightshighlights
hidden treasure : discover affordable perfect conditions all year long
HOW

39. highlights
one in a
million
BE the

40. CABa Dominican Republic
no one knows

41. CABrebrand of the town
new name
>renew the image of the place through the name
>bring: freshness youthfulnesses modernity
>functionality : easier to pronounce and remember
>alignment with communication concept
>the same name serves as a unique visual element of the brand :
therefore the color and font appealing the sea, waves and clouds

42. CABLIFESTYLE
THE
brand concept adaptation

43. WOULD YOU DARE?
expectation campaign
?

44. a
dominican
republic
no one
knows CAB
adaptations

45. a
dominican
republic
no one
knows
adaptations

46. AGAIN

47. DOMINICAN REPUBLIC?

48. THANK YOU