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In 2023, Grupo Puntacana, a leading company in the tourism and transportation sector in the Dominican Republic, partnered with Scalto to refine their market positioning and implement a comprehensive marketing strategy, including the corporate brand refresh. This collaboration aimed to update the brand, its architecture, and identity, aligning with the group's growth and diversification goals. Scalto's strategic insights and creative solutions enabled Grupo Puntacana to maintain its leadership position while expanding its influence beyond tourism.
Grupo Puntacana needed to update its brand positioning to reflect its growth, ambition, and diversification. Key challenges included simplifying the complex brand ecosystem, aligning numerous internal stakeholders, and creating a unique brand identity for their airport amidst similar existing brands.
Scalto developed detailed brand guidelines and manuals for various business units and activities, ensuring consistency and clarity across the group's operations. This included creating a comprehensive branding strategy for new ventures and cultural initiatives and maintaining a cohesive brand narrative.
Scalto's approach involved understanding Grupo Puntacana's strategic objectives and integrating diverse stakeholder perspectives. The project resulted in the creation of three distinctive brands: Grupo Puntacana, Punta Cana International Airport, and Punta Cana Services; nine detailed brand manuals; over 300 graphic pieces; and the development of a unified brand architecture. This streamlined framework supported the group's growth and maintained brand consistency, significantly impacting daily operations and long-term strategy.
Grupo Puntacana, a leading company in the tourism and transportation sector in the Dominican Republic
