Travel

Dominican Republic Ministry of Tourism
Increases Brand Favorability by 18.9%
with Taboola Video Campaign“We’re here to help the tourism industry in the Dominican Republic (DR) make things
happen. This includes upholding a positive reputation for the DR as a travel destination
we wanted to leverage our marketing videos for brand uplift. With Taboola’s branded
video product, we increased favorability of tourism to the DR at a rate that was way
above the industry average according to Millward Brown.”- Giselle Lozada, Media Director, BVK Miami

COMPANYDR Ministry of Tourism helps to promote and develop theDR into a diverse destination, offering both Dominican andEuropean flavors to more than one million visitors each year.

CHALLENGE

Improve DR brand favorability, targeting travelers in theUnited States (US) by leveraging promotional video content.

SOLUTION

Use Taboola’s branded video product to improve brandfavorability. Work with Millward Brown and Taboola tomeasure campaign results.

RESULTSWith Taboola, DR Ministry of Tourism achieved an
18.9% increase in brand favorability, which according toMillward Brown is 17.7% higher than the industry average.

18.9%
Increase in Brand
Favorability

TravelIntroduction

DR Ministry of Tourism helps to promote and develop theDominican Republic into a diverse destination offering bothDominican and European flavors to more than one million
visitors each year.

The DR features the best beaches, fascinating history andculture, and is a chosen escape for celebrities, couples andfamilies alike.

Named the number one golf destination in the Caribbean andLatin America by the International Association of Golf Tour
Operators, the DR boasts 28 designer golf courses, upscaleresorts, pristine nature, and sophisticated cities and quaintvillages filled with welcoming locals.

Taboola’s Video Campaign is Described by Millward
Brown as Discrete and Effective

TravelTaboola works with Millward Brown to Measure Brand
Uplift Objectively with User Survey.
The DR Ministry of Tourism used four marketing videos
to promote their brand across the Taboola network. As
internet users saw the video, Millward Brown used pixel
tracking to track the audience.
Once they identified that someone had seen the video,
they sent them a survey via email. The survey aimed tomeasure aided brand awareness, online ad awareness,brand favorability, research intent for the next year, and visit
intent for the next year.

Aided brand awareness, online ad awareness, and intent
were measured with questions that asked whether auser had heard of the DR, had seen an ad for the DR,
or intended to research and visit the DR in the nextyear, respectively. None of these metrics were negatively
affected by the campaign.
Millward Brown deemed the campaign successful,describing Taboola’s ad format as ‘discrete andeffective’.

Brand favorability was measured with a survey questionthat asked a user’s overall opinion about the DR as avacation destination—here, Taboola performed 17.7%
higher than the travel industry average.

Taboola Branded Video Campaigns Produce 17.7% More Brand
Favorability than the Market Norm.
For the DR Ministry of Tourism, success was definedby the fact that internet users who saw the advertisement
had a higher opinion of the DR as a vacation destination
than those who did not.
Favorability of the DR grew by 18.9%, which is evidence
that the Taboola large format video placements wereboth discrete and effective.

According to Millward Brown, this is much higher
than what is typically observed in travel anddestination digital campaigns—a benchmark
determined by a study that included 60 different
campaigns in the same category.
Market norms for similar campaigns in the travel
destination category saw an increase in favorabilityof just 1.2%—Taboola’s video campaign performed
17.7% better than the market norm.

“The biggest success being that favorability of the Dominican Republic grewalmost 20 percentage points! This, as well as stable Advertising Awarenessmetric scores, is evidence that the Taboola in-stream video placements wereboth non-intrusive and effective”- Millward Brown