/ case study

creative mailing with the Dominican Republic

ClientThe Dominican Republic, Ministry of Tourism
Office Action Russia
ExpertiseInfluencer Engagement
IndustryTourism
Client The Dominican Republic, Ministry of Tourism
Office Action Russia
Expertise Influencer Engagement Industry Tourism

the challenge

During the early stages of the pandemic (June 2020) when the tourism industry was still trying to grasp its serious consequences, there were very few opportunities to travel or generate much coverage about the subject. Action Russia however was determined to keep travel news and chatter alive for its client, The Dominican Republic, Ministry of Tourism, and so they got creative with a special ‘gift’ for Instagram influencers.

our approach

Action Russia sent loyal IG – bloggers who once visited the Dominican Republic on familiarization trips – creative gifts mailed to their homes.

Lifestyle and travel influencers, including @inadenka, @marinabraunnn@vikavosk & @elivosk@twistflip, received a wooden trunk-like parcel full of Dominican culinary specialties and souvenirs:

  • Vanilla extract
  • Cinnamon
  • Coffee
  • Cocoa balls
  • Paradisiac beach luggage covers
  • Sunglasses
  • Branded bottles
  • Artsy personalised postcards

The present was intended to bring a piece of the Dominican Republic into the homes of loyal – brand influencers. In turn, it generated unprecedented coverage about the DR in a ‘No Travel’ period thanks to a series of nostalgic ‘unpacking’ stories. 

results

  • 5 travel influencers engaged
  • 25 stories
  • 1.8+ million OTS

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