A US marketing firm, which will seek to boost the number of stay over tourists arrivals to Dominica through several marketing strategies within the next two years, has been officially been presented to tourism stakeholders on the island.
This morning, the Discover Dominica Authority (DDA) presented the agency at a special presentation and ceremonial contract signing between itself and the new company at the Fort Young Hotel.
The company Bolin Marketing, which was contracted since December 2010, will be solely responsible for marketing Dominica in the US and Canada.
Chairman of the DDA Benoit Bardouille told the ceremony that the partnership would bring tremendous benefit to Dominica.
He explained that the company would be responsible for doing all promotional work for Dominica which would involve consultancy services, media relations and trade expositions outside of Dominica.
“We are looking forward to it. I know that we’re excited, based on some of the things that have already been displayed to us and I know Dominica will benefit tremendously from this agreement,” he stated.
“This agreement…will undertake not only the question of public relations issues but we will be looking at consulting professional services to Dominica in the area of tourism and we will be looking at the whole issue of the media and dealing with our trade expositions outside of Dominica,” he said.
He further stated, “We at Discover Dominica, given our marketing team, Headed by Ms. Wayland and our chief Exceutive Officer Mr Piper would spare no effort in ensuring that we get the best out of Bolin agency in terms of our marketing promotions.”
Chief Executive Officer of the agency, Todd Bolin who spoke at the ceremony, said through recent research his company identified some of Dominica’s major strengths and weaknesses along with opportunities in the tourism industry.
He attributed the country’s natural beauty, diving rich and friendly culture as its main strengths and outlined its weaknesses to include airlift, infrastructure and limited market.
He noted that there was also a common confusion in the US as to whether Dominica is the Dominican Republic. That particular problem he is convinced can only be solved over time. He said that his company will seek to try to remedy all weaknesses through various strategies.
“It (Dominica) was clearly a little bit more difficult to get to, there were some infrastructure things that’s part of your charm but also being able to handle increased number of visitors is not without its challenges. It became very obvious early on that Dominica is not for everyone and as a result we are not going to target the mass US audience here,” he said.
“We’re gonna have to find and target a very focused and passionate sub group of the American population. Having a very limited budget requires us to be very judicious with what we do and very focused again on targeting these elements that we can make a difference on,” he said.
Bolin said that while these weaknesses exist, there are many opportunities that can be tapped into.
The CEO said that his company will seek to build awareness about Dominica through strategies which will include layer paid media promotions and energizing awareness from inside out.
Bolin is a family business that has been inexistence since 1950 and has worked with firms such as Delta, Bloomington and Office Depot. It is based in Minneapolis and said to have an impressive track record.
Tourism is the most competitive industry in the world.
I am 100% certain DA will fully capitalise on this industry pretty soon.
Let us all stay positive and strive to maximixe the benefits which we will derive from tourism.
Tourism is already having an impact on many poor people lives in DA, not only in Roseau but also in several rural areas where many people are beginning to create their small investments in transportation, restaurants, small bars, some agricultural products etc.
DA, slowly but surely is making some inroads in tourism therefore I believe this marketing initiative will further enhance our tourism Development.
DA is so blessed, may of us do not even believe it.
Tourism will help us through the grace of God.
Lets just say that i was a foreigner looking for information on this paridise called Dominica and came accross DNO, I wonder what my impression of the Island would be? Those of us who have nothing good to say about our country should realize that when we do so we make it absolutely necessary to hire consultants and foreign agencies to polish the image of our Dominica that is being tarnished every day by Domincans at home and abroad. Think of the cost before you post your comments. Just Saying!!!
As far as i know almost every island uses a Marketing Company
to advertise or promote their country. These are professionals
who are qualified.That is why if u open an Essence Magazine for example
u will notice some advertisment about Jamaica or Bahamas
These are done by professionals. We all should promote our country
the way we talk about our country can encourage or discourage visitors and interestingly enough the way we present and conduct ourselves as Dominica both here and abroad can help or deter people from visiting Dominica. I do not think there is a Marketing Agency in Dominica
if there is then they should obviously get the job to that, otherwise it is a good thing toadvertise and sell our country in a positive way. Tourism is very competitive in the Caribbean. If we doing
something to encourage visitors we ought to do it good. I am jus saying
Tourism is very competitive in the Caribbean.Show me a Dominican Marketing Company
who can promote Dominica
They obviously are oblivious to what is happening in the oil market. Try $200+ per gallon of oil and translate that into EC. $30 or more per gallon.
Shame on Dominica for taking 10 steps back in stead of forward. Clearly we see that no mention was made of any local personnel to work alongside the agency in the overall marketing of Dominica. Who better to sell Dominica than a qualified Dominican? Has the DDA done any research? Americans and people worldwide for that matter prefer to speak and iteract directly with a local – a qualified local when it comes to the promotion of the country.
Have we stopped to ask about the retainer fee that DDA will have to pay this agency? Have we asked about the many hidden costs associated with such representation. I am only too aware of them and can assure you that before all is said and done – DDA will be puting out at least $10,000 US per month. Measure that against the return both short term and long term? Measure that against the investment in human resource training – measure that in terms of actual return on investment given the mi rad of weaknesses that Dominica faces in the marketplace.
When will Dominica ever learn??????
I don’t want to believe that figure that you quoted, but you must know what you talking about, so I cannot doubt you. If that figure is anywhere close, then I am wondering, just like you, about all the logistics of this.
Another thing I would like to address is the question of customer service, hospitality etc. I am speaking from experience when I say customer service to the general public is very, very far from what it should be. I had a few experiences in Dominica last year, and I as a Dominican, had to ask myself what is wrong and why can’t we offer better service to the public, visitors, each other. During some of these experiences, I gave the people who were supposed to be providing service to me and the rest of the public, time to redeem/correct themselves, make the situation better, and they still did not take the hint. It seems like many of the people in Public service don’t even realize that they need to always provide good service, because tourism is everybody’s business and it involves every service that is provided.
Also are we going to clean up the neighborhoods, repair old buildings, make sure there is not garbage everywhere, and beautify the communities? Roseau especially need a lot of work. Mr. Julius Timothy I am dying for the day when Roseau will be ‘THE PREMIER CITY IN THE CARIBBEAN’, as you promised. We also need some public facilities.
most agencies have always talked about the limitations which plague the country. without these stuff being solved the results of the marketing will not be at maximum
Dominicans at home and abroad are the best promoters of Dominica. The Government needs
to support, encourage, recognise and assist the miriad of organizations around the world instead
of spending all this money on “promotion agencies”.
I fully agree with you when you say “Dominicans at home and abroad are the best promoters of Dominica.” There really needs to be more support of the different organizations of Dominicans living all over the world. We try to sell Dominica constantly, at every opportunity that comes up. There should be more Liason between Discover Dominica, the toruism industry and Dominicans both at home and abroad who try to advertise and sell Dominica. We could spend much less money and try to use our own people to do this. We have Dominican professionals, tradesmen, students, among others, all over the world, what is the ministry of Diaspora affairs doing?
i hope the first film will be on ready mades in Dominica
Once DOMINICA MOVING FWD IS A PROBLEM 4 SOME PEOPLE
Desie? Once Dominica is Moving FWD Whereto? My friend. The word Moving FWD in the tourism context is just the movement of the Parrot -as in ” Apre Bondeye se La Terre” You might want to sweep away the movement and get a Clean up Handle on what’s really Happenning
Check the improved Airport Magre saa! check the improved Soufriere Hot sulphur Springs Ahwaye!
Being an American who loves to travel to Domincia, I think a big issue that limits Americans from visiting Dominca is the cost of airfare. If more reasonably priced airfares become available more Americans would be willing to come and visit the paradise that is Dominica.
Lol, agencies, agencies, agencies. Big name, big post, gwa movema…
Lagon, Cork Street, River Bank all need a clean up. Who’s going to organize that and to make sure that the horse is before the coach?
who is to monitor that this agency marketing of Dominica meets the expectations of discover dominica ltd. i am not sure if we will be able to achieve our desireded expectation, why cant we use travel agencies and airlines to do that for us. ie video clips on airlines and cruise ships. Pl DDA think of that route, cost might be cheaper.