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Russia billboards tout the Marianas
Billboards in Vladivostok, Russia through December 2017 remind commuters of the proximity of the tropical Marianas, conveniently reached via air service connections in Seoul, Korea. (MVA)
The average temperature in Vladivostok, Russia, this week is about 30ºF during the day, dipping to as low as 14ºF at night.
And it’s only expected to get colder as winter deepens.
What better time to remind the travelling Russian public that the average temperature in the Marianas is about 83ºF during the day, dipping a mere 4ºF lower at night?
To increase the recognizability of the Marianas in the Vladivostok area, the Marianas Visitors Authority launched a billboard campaign this month highlighting the award-winning, white sandy beach of Managaha, framed by an ocean of myriad blues sparkling in the tropical sun. The five billboards are installed in Vladivostok’s downtown and other places with the highest traffic, averaging at least 40,000 people in daily traffic at each site. The outdoor ad campaign will continue through Dec. 30, 2017, and bring an estimated $112,000 ad exposure to the Marianas.
“Russia’s cold!” said MVA managing director Christopher A. Concepcion, recently returned from the Marianas Event 2017 in Vladivostok. “With new, convenient connections to the Marianas from Vladivostok via Seoul on Jeju Air, the timing is optimal to entice visitors from Russia far east. Billboards often have a captive audience during rush hour…in this case, a very cold captive audience. We want to let them know they are ‘warmly’ welcomed to the islands.”
The billboard campaign is also augmented by a radio advertising campaign, featuring 15-second ads on the two most popular radio stations of Russia far east: Europa Plus and Dacha Radio, which reach about 179,000 people daily. (MVA)
