MVA to launch new Japan campaign to revamp CNMI presence in Tokyo

The Marianas Visitors Authority is set to launch a new campaign in July that is expected to revamp the CNMI’s presence in Tokyo.

According to MVA managing Christopher A. Concepcion, MVA is gearing up to launch a new campaign in Japan called “Japan Reset” catered to travelers interested in getting away from the hustle and bustle of city life in Tokyo.

“We are very excited. We started launching the social media reels but the actual launch for the whole campaign will take place in July. We are very excited about that,” he said.

Concepcion explained that MVA is trying to regain its edge in Japan.

“The Japan market has been fundamentally transformed since COVID and we are sort of trying to regain that edge the CNMI had for decades in the Japan Market,” he said.

Concepcion noted the CNMI was once one of the most popular destinations to visit for Japanese travelers.

“We were once one of the most popular destinations to visit for the Japanese and our goal right now is to capture the newer generation like the Gen Z and the millennials who are the future of Japan,” he said.

Concepcion said MVA has partnered with a creative ad agency in Japan to carry out this campaign.

“We feel that this campaign we are going to launch in Japan is going to be the start of it and we’re very excited to be partnering with a very creative agency based in Harajuko Tokyo. Stay tuned for what’s coming,” he said.

Although MVA is only has this agency until the end of July, MVA expects to extend their contract as this new campaign launches.

“We only have them for a temporary basis, we have them for a six-month period, we got them on board late February, so we have them until the end of July. We have an option to extend for 30 days if we need to and we’re going to do that just to make sure that the transition is done properly. We have an RFP out for representative services for Japan and Korea. Those have closed and we will be selecting a brand-new company to represent us in the Japan market and so we are going to make sure that the transition between the existing one and the new one is soon,” he said.

Christopher A. Concepcion