Coca-Cola tie-up to promote the NMI

Name brands appeal to the eyes of consumers and are the means of differentiating one product from another. This year, the Marianas Visitors Authority joined the Saipan World Resort in a tie-up promotion with one of the world’s most successful and accomplished brand names, Coca-Cola.

“Utilizing a popular brand name to capture attention of our product is just another way of marketing the destination effectively. Coca-Cola is a well-known product worldwide and this tie-up promotion will avail opportunities to expand awareness of the CNMI in Korea,” said Wayne Pangelinan, MVA marketing manager.

Saipan World Resort, also a sponsor of this promotion, is taking an aggressive approach to building its name in the market place. Recently renovated and established as the CNMI’s second water park facility, this fun and exciting property offers more to travelers.

“The resort has made tremendous effort in capturing a fair share of the Korean outbound travel market,” said Saipan World Resort general manager BK Park. “This tie-up with MVA and Coca-Cola will be another promotion reaching millions of consumers in Korea. We continue to find creative ways to market our product as well the destination in Korea with conglomerate corporations with dynamic products such as Coca-Cola.”

The MVA, Saipan World Resort, and Coca-Cola promotion will consist of a poster display at 150 store outlets nationwide in South Korea. It will also be in the Coca-Cola website www.cokeplay.com, which received 22 million hits in 2005 alone.

This promotion will target families and expecting to wed couples in the 20s-30s age bracket. The promotion will commence on May 20 and will last for three weeks until June 10, 2006.

Consumers will have the chance to win one of 20 Saipan tour packages that include airfare and hotel accommodations at the Saipan World Resort, together with a hosted welcoming dinner.

“The MVA office in Korea played a major role in developing this promotion for the CNMI. Promotions like this place the Marianas destination—Saipan, Tinian, and Rota—on top of the minds of consumers as the collaterals are seen in multiple areas of the cities where high traffic of consumers is common. MVA offices abroad continue to find alternative means of publicizing the destination on low cost, but provide high impact visibility in the markets,” said Pangelinan. (PR)