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MVA reviews proposals to evaluate marketing strategy
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Posted on May 24 2000
The Marianas Visitors Authority is set to evaluate the eight proposals submitted by various companies, mostly Japanese, which will carry out an assessment of the CNMI’s market share in Japan and the effectiveness of Saipanda mascot.
After over one year of using Saipanda mascot in its advertising campaign in Japan, MVA now wants to know whether the Japanese visitors have associated Saipanda with the destination. The MVA board has approved a $100,000 budget for an independent firm to carry out the survey.
Introducing Saipanda to the mass market first, the advertisement in various newspapers and magazines showed the mascot targeting office ladies that comprise the biggest travel market in Japan. Dentsu is also expected to go into niche markets focusing on diving and wedding.
In its marketing campaign, MVA aims to create demand and increase mind share which would eventually stimulate more carriers to fly directly to the CNMI.
MVA has hired Dentsu 10 in promoting the Northern Marianas using the mascot Saipanda which resemble 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 established the character of Saipanda as an active Japanese male who is a repeat visitor crazy about Saipan.
A survey among Japanese tourists conducted three years ago showed that the CNMI’s popularity as a destination in the Pacific was due to its fine beaches and proximity to Japan. The Japanese consumers noted the CNMI was able to maintain its rustic and natural setting despite developments on the island.
