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MVA kicks in $60K to JAL promo
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Posted on Dec 07 1998
The Marianas Visitors Authority board has approved a $60,000 funding for Japan Airlines’ three-month promotional campaign to help the CNMI capture its lost market share in Japan.
According to Perry John Tenorio, managing director of MVA, said the amount will be used in the printing of some 80,000 brochures to be distributed to participating Japanese wholesalers.
JAL’s three-month promo will cost some $210,000 and will involve bags and camera give aways to travelers. The airline is scheduled to launch the “JAL Saipan Campaign” beginning Jan. 3, 1999 which is targeting some 12,000 visitors to the CNMI.
Due to the downtrend in tourist arrivals and the cutthroat competition in the travel industry, the CNMI’s half-a-billion dollar tourism industry has severely suffered amid Asia’s financial crisis.
As part of its promotional campaign for the entire month of December, JAL will provide six special flights between Nagoya and Saipan that will bring in some 1,300 tourists to the island for the holiday season.
Japan, the main market of CNMI, slid into recession, the longest on record. Consumption of tourists remain sluggish as Japanese travelers who still visit the island continue to be cautious in their spending.
JAL has asked the Japanese government for the reduction of airfare between Japan and Saipan to attract more passengers to the CNMI. Concerned about the fate of its huge investment here on the island, JAL said it will aggressively promote the Northern Marianas to save the teetering tourism economy.
There is no decision yet on the petition for a reduced airfare but if it gets the expected approval, the adjustment will be made next year. JAL has invested more than $150 million on the island for the past 15 years.
