JAL fare cut 75% •Airline hopes to give boost to visitor numbers with the promo

Japan Airlines has reduced by 50 to 75 percent its airfare on three special occasions in a move to lure more Japanese to travel to Saipan, according to JAL general manager Kaishun Nishigaya.

The cut in airfare is part of JAL’s promotional campaign to help the Northern Marianas get back its lost market share in Japan as the airline extended the Saipan Special Campaign until fiscal year 1999. Japan’s fiscal year begins on April 1, 1999 to June 30, 1999.

On May 7-9, all eligible females will only pay 22,000 yen for a round trip Japan-Saipan ticket in celebration of Hahanohi or Mothers Day. On June 18-20, all eligible males will only pay 25,000 yen for a round trip ticket.

A 75 percent cut in airfare has been made on July 5-7 in celebration of Tanabata Festival as JAL offered a 25,000 yen for each eligible couple.

JAL, which brings in 45 percent of total passengers to the Northern Marianas, is targeting 12,000 more Japanese to come here.

In February, JAL carried some 10,401 passengers from Narita to Saipan, a 114 percent jump from the same month of the previous year. JAL’s passengers from Osaka increased by 127 percent or a total of 5,671 compared to February 1998.

JAL will have seven chartered flights from March to May to accommodate the expected influx of Japanese tourists brought about by the promotional campaign. The chartered flights will begin on March 10 and end on May 2.

Battered by Asia’s financial crisis, visitor arrivals from Japan to the CNMI have suffered a double-digit decline. Worried about the fate of its huge investment on the island amounting to more than $150 million, JAL decided to carry out its own promotional campaign.

Tokyo-based advertising agency Dentsu 10, has lined up print advertisements in various newspapers and magazines in Japan to promote the CNMI. It will also introduce “Saipanda” character, the island’s mascot, to help differentiate Saipan from other destinations such as Guam and Hawaii.

Targeting the mass market first, Saipanda will be introduced extensively in newspapers, magazines, subway and train stations. It will also tap the wedding and diving markets. The advertising firm will establish Saipanda as a Japanese male character who is a repeat visitor and crazy about Saipan.