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Dominican Republic conducts campaign in Montreal

The Dominican Republic Tourism Board has begun an out-of-home campaign in Montreal. The promotion, developed by Quebecor Media Group, consists of transit shelters that have be re-dressed to incorporate orange-tinted light, merengue music and tropical scents. These effects are triggered when a consumer enters the shelter in an effort to replicate the experience of being in the Dominican Republic. The campaign also includes a contest component, the winner of which will receive a trip to the country worth $5,000. The contest will run until March 15 at <http://www.vivapuntacana.ca>.

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