MVA to tap TV, radio in marketing campaign
The Marianas Visitors Authority has already given Dentsu 10 the go signal to prepare the production of television and radio commercials as part of the promotional campaign in Japan in the year 2000.
But these commercials will not be used immediately since MVA does not have enough funds to air these ad materials in Japanese television and radio stations, according to Board Chairman Dave M. Sablan.
“As much as we want to use it immediately, we cannot do so because buying air time in Japan will eat up a lot of our budget,” he said.
In the meantime, MVA will remain promoting in the print media as well as introduce the destination extensively in subway and train stations. All of MVA’s promotion will have to be carried out within the $5.8 million appropriation set aside for next fiscal year.
While tourist arrivals increased 20 percent in October compared to the same period in the previous year, Mr. 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 Asia.
With the removal of direct flights by Continental Micronesia from various destinations in Japan to Saipan, the CNMI’s market share has been greatly reduced with the Northern Marianas relying mainly on Northwest Airlines, Japan Airlines and Asiana to save the ailing tourism economy.
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 visitor crazy about Saipan. Saipanda will be introduced in various newspapers and magazines targeting office ladies that comprise the biggest travel market in Japan. Afterwards, Dentsu will go into niche markets focusing on diving and wedding.
