JAL to produce CNMI marketing video

Japan Airlines will produce an in-flight promotional video of the CNMI to be shown in its domestic and international flights as part of its commitment to save the sagging tourism economy, according to Perry John Tenorio, managing director of the Marianas Visitors Authority.

Tenorio met recently with JAL representatives involved in the production who arrived here for preliminary inspection of different tourism sites specifically various golf courses, that will be included in the video.

Considered as one of the biggest exposure of the CNMI in Japan, the island’s main market, the in-flight video will be shown for one year.

The airline has pledged to help the CNMI’s teetering tourism industry which has been battered since Asia’s financial crisis began. JAL’s commitment was mainly due to its huge investment on the island estimated to be worth more than $150 million. It owns La Fiesta San Roque Shopping Plaza, Hotel Nikko Saipan and Tropical Laundry & Linen Services.

With its limited budget, MVA officials have been struggling to find ways on how to effectively promote the Northern Marianas to Japan amid the continuous decline in visitor arrivals.

Yutaka Takeda, JAL’s director for associated business, international division, has noted that the cutthroat competition in the travel industry has made it difficult to sell the CNMI to Japanese tourists since major destinations in Asia have already dropped the price of their tour packages in order to survive.

The airline has petitioned the Tokyo government to allow the nation’s flag carrier to reduce by two percent the airfare between Japan and Saipan to attract more passengers.

JAL is scheduled to launch the “JAL-Saipan Campaign” beginning Jan. 3, 1999 which is targeting some 12,000 visitors. It will also carry out a three-month promo which will cost some $210,000 and provide gifts to chosen travelers. Eight participating wholesalers will produce some 800,000 copies of brochures promoting the CNMI to Japan.

Next month, JAL will provide six chartered flights between Nagoya and Saipan that is expected to bring in close to 1,300 tourists onto the islands for the holiday season.

MVA has recently launched the Visit the Marianas ’99 Campaign in Japan led by Gov. Pedro P. Tenorio in a move to convince wholesalers to include the CNMI in their marketing campaign.