Tourism campaign should be more focused • MVA official outlines promotional plans to lure visitors

As a result of the cutthroat competition in the tourism industry, the Northern Marianas is faced with the challenge of identifying and targeting more niche markets to effectively position the islands as a desirable destination in the Pacific.

Marianas Visitors Authority Managing Director Perry John Tenorio said the tourism office has been working closely with Tokyo-based advertising firm Dentsu Inc., to create positive, powerful images of the Northern Marianas.

This includes the development of key messages, such as the Sai-panda destination promotion, targeting the office ladies as well as the attendant, young male within the age of 22-35, which are considered with high-level of discretionary income as well as the intention and desire to lead an active life.

Speaking before the MVA general membership meeting, Mr. Tenorio said the Sai-panda concept was created to address and capture the larger and more encompassing general visitor segments. All advertising campaign messages have been placed in the most appropriate media to reach the targeted audiences with the greatest possible efficiency.

“Special care is taken to portray the cultural and demographic diversity of the CNMI, while at the same time, emphasizing the preservation of our natural resources and the environment,” he added.

Specific promotional plans have been developed to address the family travel segment, golf enthusiasts and the growing wedding market.

MVA’s summer campaign dubbed as “Happy
Children in Paradise” (June 1 to September 30) focused on the growing number of travelers that fall into the family category.

Targeting the children under 12 years old would be the key element to have their traveling parents consider the Northern Marianas as the perfect destination to fill their summer travel plans. These children would be given a set of exclusive Happy Children gift items, featuring the Saipan-da mascot.

Such campaign is part of the “exclusivity promotion” to help focus on the destination as special, different and distinct from other destinations during the summer months. Tour companies in Japan have been tapped to assist MVA in including the information in their package programs.

In promoting the golf market, MVA will continue with the popular “Golf Carnival” concept which will allow golfers that play during the calendar year the chance to enter into a contest.

Overseas wedding campaign has been addressed by MVA with the “Marri-Mari” (Marriage in the Marianas) wedding campaign which started in April 1999 and will run through March 2001. Each couple will receive a wedding certificate signed by the governor, receive discounted products and services from participating establishments.

MVA is also working on a specific Winter campaign dubbed as the “Sport Paradise” program scheduled to run from Oct. 1, 2000 through Feb. 2001. Visitors will be given a passport where they can select a number of sports and activities, be given stamps in their passports as well as earn a certain level of incentive gifts or prizes. Free and independent traveler visitors are targeted to try new activities and experience different aspects of the CNMI.

“If we can maintain this level of momentum, we feel that this consistent approach to incorporating all aspects in the selling, distribution and promotional cycle will allow us to be even more proactive in the period ahead,” Mr. Tenorio said. (Lindablue F. Romero)