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CNMI gets free promotions worth $415K
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Posted on Jan 20 2005
The Northern Marianas received more than $415,000 worth of free exposure in its three main tourism markets last month, as a result of familiarization tours for travel and tour agents, according to the Marianas Visitors Authority.
The First, a monthly magazine with a circulation of 50,000 copies in Korea, featured a six-page article on the CNMI, featuring golf and shopping opportunities in the islands. The magazine targets an audience comprised of the upper-class citizens in Korea, MVA said.
The tourism office estimated the advertising value of the article, including photos and information on DFS Galleria and premier golf resorts on Saipan, at $18,600.
MVA said various other CNMI-related articles were published in Korea last month, bringing the destination a total exposure value of $90,120.
Familiarization tours also proved well for the Japan market, presenting an estimated advertising value of $83,542 for December, according to MVA.
“With the combined efforts of the participating publications, a circulation of more than 15 million copies with advertorials of our destination was distributed throughout Japan,” MVA deputy managing director Martin Duenas said.
A good portion of articles citing the CNMI as a tropical destination for fun and relaxation were also published in China in December, before the signing of the Approved Destination Status memorandum of understanding between the Chinese and the CNMI governments.
MVA said these articles represented an estimated $242,211 worth of publicity for the CNMI.
“The familiarization tour program has been exceptionally beneficial to the CNMI in terms of international exposure. The publicity that our destination receives, compared to the efforts put into it, is beyond belief,” Duenas said.
Familiarization tours allow participants to visit the destination at no cost, and in turn, relate their experience to their clients, readers, or viewers within their respected countries. The tours are done through the cooperation of MVA members, which provide complimentary rooms, meals, and discounted services to visiting media and travel agents.
