Sweet Memories Film, Case study Beach Colors RD by McCann Dominicana

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Beach Colors RD

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Industry Destinations (Countries & Places), Travel Agencies, Tour Operators & Travel Services
Media Film, Case study
Market Dominican Republic
Agency McCann Dominicana
Chief Creative Officer Alvaro Noboa S.
Creative Director Freddy Alfau, Hector Chiang
Creative Hans Daniel, Jose Jimenez, Eliu Bueno, Francisco Ulloa, Lorena Henriquez, Juan Mota
Released May 2018

Credits & Description

Brand: Sweet Memories travel agency
Agency: McCann Santo Domingo
CCO: Alvaro Noboa S.
General creative directors: Freddy Alfau and Héctor Chiang
Creatives: Francisco Ulloa, José Jiménez, Eliu Bueno, Hans Daniel, Lorena Henríquez and Juan Mota
Designers: Carlos Ruiz, Alvin Sánchez, Gabriel Jiménez, Sthepany Peña and Lydia Pérez.
Artists: Wylly Gómez and Molly Paulino
Programming: Raul Matos
Production director: Arlety Jiménez
Client service: Johanna Henríquez
Social media team: Eduardo Berges and Debbie de Castro
Production company: Cratf
Client approval: Ana Jhasmer Mercado Figueroa
Published: May 2018
Tourism is the main source of income for the Dominican Republic. While the country saw more than 5.5 million tourists visit the island in 2017, the majority of tourists flocked to the same three destinations: Punta Cana, Bávaro and La Romana beaches.
This presented a missed opportunity: the Dominican Republic has over 200 beaches, each of them with a unique and pristine beauty. The concentration of tourists flowing to only a fraction of the coastline was preventing development in other zones of the island.
McCann Santo Domingo partnered with Sweet Memories Travel Agency to promote the less-visited locations on the island. The idea: since tourists traveled to the island to find unspoiled white sand and blue water, show potential tourists just how many beautiful variations of those two assets could be found on the island.
McCann collected sand and water from each of the island’s 200 beaches, creating a geolocated catalogue of every beach on the island and its unique color signature of sand and water. It was a Coastal Pantone of the entire country.
To create the catalogue, the collection of samples of sea water and sand required six months of painstaking effort. Two hundred recreations of each beach were hand-built from the samples and given to Dominican consulates and tourism fair organizers around the world.
A virtual version of the catalogue was built and can be found at: http://beachcolorsrd.com/