GVB launches promo to attract NMI travelers

TUMON, Guam—“Guam—Our Home Is Your Home” is the message the Guam Visitors Bureau is sending to residents of Rota, Tinian and Saipan when GVB and its members launch the Bisita Marianas – Guam campaign today, March 19, at the Rota San Isidro Fiesta 2005.

Spearheaded by GVB’s Pacific/Micronesia/Philippines marketing committee, the Bisita Marianas promotion aims to attract more visitors from the Northern Mariana Islands to Guam and increase CNMI arrivals by 10 percent from nearly 19,000 in 2004 to 20,900 this year.

According to GVB’s vistor arrival surveys, CNMI residents visit Guam for a variety of purpose but visits with friends and relatives and shopping are oft-cited reasons.

Over 40 merchants on Guam ranging from hotels and restaurants to car rental companies, retailers such as hardware stores and grocers to optional attractions are participating in the six-month campaign through September 30, 2005. Offers include special hotel rates and discounts for merchandise and services.

Northern Mariana Island travelers must present their CNMI driver’s license or passport as proof of residency to be eligible for the special offers from participating merchants.

GVB created a two-step communication using a flyer to attract CNMI residents’ attention. The first burst was a “teaser” flyer with a headline that says “Don’t take your license for granted, take it for savings!” showing Miss Northern Marianas -World 2004, Tracy Lynn Del Rosario holding up her driver’s license with Pleasure Island in the background.

“We wanted to stir curiosity among CNMI residents when they receive the teaser flyer in their newspapers this week as there’s no clue as to what the offers are in this message until we reveal the full promotional details on Saturday in Rota,” says GVB general manager, Tony Lamorena.

The teaser flyers were inserted in newspapers distributed in the three islands this week and also placed at several travel agencies in Saipan. The second flyer will show the same headline and model but with the addition of the campaign slogan “Bisita Marianas. Guam – Our Home is Your Home” and a listing of participating merchants and their offers on the reverse side of the flyer.

The two-sided promotional flyer will be inserted in different newspapers in the CNMI once a week from March 19 until May 6 and distributed to Saipan-based travel agents as well as at Continental Micronesia check-in counters at Saipan and Rota airports. To generate more response to the promotion, GVB has also created a lucky draw whereby CNMI visitors can submit entry coupons in drop boxes at participating Guam establishments. The winner of the lucky draw stands to win a return trip to Guam for four people. The drawing will take place in October after the close of the promotion on Sept. 30.

A four-person GVB delegation will attend the Rota San Isidro fiesta on Saturday to launch and promote the Bisita Marianas – Guam campaign. (PR)