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MVA picks marketing arm for Japan
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Posted on Dec 29 1998
The Marianas Visitors Authority is set to announce this week the advertising company it has chosen to help market the CNMI in Japan.
During a board meeting yesterday, board member Bart Jackson reported that the ad hoc committee created to screen the advertising agencies has already selected a firm.
Some 35 advertising firms from Japan, Hawaii and Guam responded to the request for proposal of MVA. Of this, seven firms were chosen to make a presentation on January 22 and 23.
Visitors from Japan, the world’s second biggest economy, make up about 80 percent of the total arrivals on the island. Korea, the former second source of tourist, is still in a financial slump and may take time to recover.
Jackson said the committee will not identify the firm pending further investigation on the background of the selected company. At least six members of the screening committee composed of board members and MVA officials read the 35 proposals and sat in the two-day meeting with the seven finalists.
After a long absence in promotion, the CNMI hopes to bounce back and recapture its lost market share in Japan by choosing an advertising firm that will handle the campaign for the remaining months of fiscal year 1999.
Currently, Dentsu, Young & Rubicam is assisting the Northern Marianas in a 90-day campaign by using previously created materials. Specifically, the company will help place advertisements in trade newspapers and magazines in Japan to attract various market segments.
Since the termination of contract with the controversial I&S Corp., the exposure the CNMI in Japan has been very limited which many believe has greatly contributed to the continuous decline in tourist arrivals.
Compared to Guam visitor arrivals in CNMI have greatly suffered since Asia’s financial crisis began more than a year ago. Tourism officials are hoping that the launching of Visit the Marianas ’99 Campaign, will pave the way for the arrival of more tourists on the island.
