$1.8M NMI ad exposure with actor Bo Huang


The Northern Mariana Islands has generated an estimated $1.8 million in advertising exposure through the recent visit of popular Chinese actor Bo Huang.

The Marianas Visitors Authority’s office in China collaborated with Top Travel magazine on a photo and video film shoot with Huang in April 2016, featuring iconic attractions on Saipan and Tinian. The FAM tour has resulted in a 12-page feature and cover in the June 2016 issue of Top Travel, three WeChat articles, four Weibo posts—including one post by Huang—and a video promotion on four video websites reaching 2.9-million viewers.

Huang is considered one of the top actors in China and the top-grossing domestic film star at the Chinese box office, grossing more than $900 million. Huang has won several awards for Best Actor in various film festivals, including the Golden Horse Awards, the Tripod Award, China Film Society of Performing Arts Award, Vancouver Chinese Film Festival, and more.

Huang also has over 27 million Weibo followers.

“To maximize our funding, the MVA continues to actively negotiate with celebrities—actors and actresses, music groups, comedians, and more—to bring them to Saipan, Tinian, and Rota for photo and film shoots,” said MVA managing director Christopher A. Concepcion. “The resulting media coverage, in this case an estimated $1.8-million, is much more than the MVA could outright buy. It’s a strategic and efficient use of our marketing dollars.”

The FAM tour was also supported by Century Tours, Impression Tours, Imperial Pacific, 360 Revolving Restaurant, Hard Rock Café Saipan, Let’s Go!, Saipan Ocean View Hotel and the Department of Public Lands. The resulting coverage included cuisine, water sports, land sports and self-drive tours, all activities of particular interest for visitors from China. (PR)

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