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MVA taps Japanese firm to conduct survey
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Posted on Aug 15 2000
Tokyo-based K.K. Creative Assist has been chosen to conduct a marketing survey of the CNMI’s market share in Japan and determine the effectiveness of the Marianas Visitors Authority’s advertising campaign.
After more than a 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.
However, there are factors affecting one’s decision to travel to a certain destination which is beyond the scope of an advertising campaign. These include devaluation of the Asian currency against the US dollar, costs of airfare and package tour. K.K. Creative is expected to finish its evaluation before the end of fiscal year 2000.
The Saipanda mascot was first introduced to the mass market through advertisement in various newspapers and magazines by Tokyo-based advertising firm Dentsu 10. The marketing campaign targeted the 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 was hoping to create demand and increase mind share which would eventually stimulate more carriers to fly directly to the CNMI. The mascot resemble a panda bear with a rhinoceros horn nose.
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 clients noted the CNMI was able to maintain its rustic and natural setting despite developments on the island.
