New ADS status boosts promotion in China

The CNMI participated in the recent World Travel Fair held in Shanghai—the first trade show in China participated in by the Marianas Visitors Authority since the granting of Approved Destination Status to the Commonwealth.

At the fair, held in Shanghai on Jan. 20-23, the MVA launched an aggressive marketing communications campaign entitled See My Marianas.

The campaign, which includes the launch of a new Chinese website, mymarianas.com.cn, was unveiled at the Audi Media Center on Jan. 21 and at a trade seminar co-sponsored by the MVA and Century Tours.

The China National Tourism Administration granted ADS to the CNMI on Dec. 30, 2004.

In efforts to introduce the “undiscovered gems” of the Northern Mariana Islands to as many people as possible, MVA members sponsored a lucky draw of prizes during the WTF. Lucky draw prizes included a grand prize: a deluxe package sponsored by Century Tours and the Grand Hotel. It is inclusive of one return business class ticket, four nights accommodation with breakfast at the Grand Hotel (deluxe room), transfers between Saipan Airport and the Grand Hotel as well as a Saipan island tour.

Other excellent prizes were sponsored by Pacific Island Club, the Aqua Resort Club, the Sand Castle and the Dai Ichi Hotel Saipan.

The Pacific Island Club sponsored the Baby Grand Prize at the WTF, which included a six days/five nights stay for two with daily breakfast. The other spectacular prizes include: one three-night stay for two in the Aqua Resort Club (deluxe room) with breakfast in their Costa Terrace Restaurant, one four-night stay at Dai-ichi Hotel Saipan Beach with one guest breakfast; one four-night stay at the Saipan Grand Hotel with one breakfast; and 10 passes from SandCastle to their Las-Vegas-style cocktail show for two people.

During the trade seminar, Century Tours and the Dai Ichi Hotel sponsored a grand prize consisting of one round-trip, business class ticket, one four-night stay at the Dai-ichi Hotel in a junior suite with breakfast and transfers between Saipan Airport and Dai Ichi Hotel with a Saipan island tour.

“The key to gaining greater awareness of the CNMI in China and the See My Marianas campaign is through exposure at events such as the WTF. We are grateful to our members in the private business sector who continually support our promotional efforts. With their support and enthusiasm for the growing China market, we aim to increase exposure of the islands through local events focused on sports tourism, gourmet cuisine and entertainment, health, beauty and spa market segments,” said MVA managing director Vicky Benavente.

Flights to the CNMI during Chinese New Year from Shanghai and Guangzhou are fully booked and the waiting lists are sizeable. In order to give more Chinese consumers an opportunity to experience the Northern Marianas and its three main islands of Saipan, Tinian and Rota, the MVA brought local performers to stage traditional dances including the Mass Dance and the War Dance. These traditional dances portray the story of Carolinian ancestors in their everyday life as they prepare warriors in the art of physical and mental defense.

The 2005 See My Marianas campaign aims to appeal to the five human senses: taste, touch, hear, scent, and sight. It highlights local events targeting market segments in sports tourism, gourmet cuisine and entertainment, and health, beauty, and spa. The campaigns consists of the development of China-specific collaterals, the launch of a new Chinese website, the placement of advertorials and the implementation of a proactive media relations campaign, consisting of familiarization trips, joint promotions with the media, media workshops and an on-going publicity program with regular news release distribution.