MVA drops plan for Japan TV ad

The Marianas Visitors Authority has ruled out producing television commercials to promote the Northern Marianas in Japan in the year 2000 due to budgetary constraints.

Instead, MVA will remain tapping the print media in marketing the CNMI as well as introduce the destination extensively in subway and train stations, according to Perry John Tenorio.

Tenorio said MVA will just have to carry out its promotion within the $5.8 million appropriation for next fiscal year. “We will just have to make do with what little money we have because of the projected low revenue,” he said.

MVA board chairman Dave M. Sablan has expressed concern that a further reduction in budget would affect efforts to revive the ailing tourism economy at this time when there is cutthroat competition in international travel brought about by the economic crisis in the Asia.

With the 13.4 percent cut in the $7 million budget for MVA this fiscal year, Sablan said MVA had to reduce the promotional plans in other destinations.

During a recent meeting, the board has reduced by $500,000 the advertising budget which will amount to $2.94 million for next fiscal year. As part of its cost saving measure, the board has carried out a freeze in salary increase, purchase of equipment and implementation of capital improvement projects.

However, if the economy improves next year, the governor has assured MVA that it will be given additional appropriation. MVA cannot carry out a further cut in promotion in fiscal year 2000 especially at this time when it is doing everything to get back its lost market share.

MVA has hired Dentsu 10 in promoting the Northern Marianas using a the mascot Saipanda, a new character resembling a panda bear with a rhinoceros horn nose.

The name is a triple play on words that ties in the name of the island of Saipan, the panda, the rhinoceros (sai in Japanese) and also the phrase “It’s Saipan,” or Let’s go to Saipan,” in Japanese.

Dentsu 10 will establish the character of Saipanda as an active Japanese male who is a repeat visit that is crazy about Saipan. Targeting the mass market first, Saipanda will be introduced in various newspapers and magazines targeting the office ladies that comprise the biggest travel market in Japan. Afterwards, Dentsu will go into niche markets focusing on diving and wedding.