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Optimism runs high with Dentsu
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Posted on Mar 05 1999
The Northern Marianas hopes to bounce back from the current slump in tourism economy as Tokyo-based advertising firm Dentsu 10 begins to introduce its mascot and ad concept this month in various Japanese publications.
In a bid to reach a wider market, Dentsu 10 will kick off with a print ad campaign in the two biggest Japanese newspapers — Yomiuri Shimbun and Asahi Shimbun. Since March 1998, the CNMI has lost its visibility in the Japanese market when its contract with a previous advertising company ended.
As part of its campaign plan, Dentsu will make use of the mascot “Saipanda” a new character resembling a panda bear with a rhinoceros horn nose. The name is a triple play on words that ties in the name of the island of Saipan, the panda, the rhinoceros (“sai in Japanese) and also the phrase, “It’s Saipan,” or Let’s go to Saipan,” in Japanese.
Tourism officials are hoping that the $1.9 million contract of Dentsu 10 with MVA would stop the continuous decline in tourist arrivals if not slowly get back its market share in Japan.
Since last year, arrivals from Japan have registered a double digit decline as Japan battle its worst recession since World War II. Consumers are gloomy as the second biggest economy in the world try to wrestle its way out of the crisis.
Dentsu Management Supervisor Tamio Kobata said the character will differentiate Saipan from other destinations such as Guam and Hawaii. Unlike the predominantly style of print advertising in Japan which is very cluttered, the new print campaign uses single, striking photos with “Saipanda” enjoying various island sports and recreational activities.
Dentsu Inc., ranks as the number one agency in the world according to the international trade publication of the advertising world, Advertising Age (April 1998 issue).
The agency will first establish the character of Saipanda as an active Japanese male who is a repeat visitor that is crazy about Saipan.
Targeting the mass market first, Saipanda will be introduced extensively in newspapers, magazines, subway and train stations. Afterwards, Dentsu will go into niche markets focusing on wedding and diving.
