MVA: CNMI needs new branding positioning

Various speakers during the Marianas Visitors Authority’s membership meeting on June 23 emphasized the need to expand awareness and visibility of the CNMI as a preferred tourism destination, in light of several factors that could affect the local tourism industry, including the planned pullout of Japan Airlines.

MVA managing director Vicky Benavente, who gave the opening remarks, touched upon pressing issues such as the rise in fuel costs, an increase in Japan airfares, the legislative proposals, and the importance of communication between the tourism industry stakeholders and the MVA.

“Communication is vital to lasting growth,” said Benavente. “We have conducted tourism summits, seminars, and have held workshops, and tradeshows throughout Japan, China, Korea and the US to market the CNMI as a premiere tourist destination.”

Michael Merner of the MVA Japan Office spoke about the Japan-CNMI travel summary, the collapse in airlift, the JAL shock and impact on the CNMI tourism industry, and offered some explanation as to why the collapse in airlift had occurred. He also mentioned how Japan market trends favored the CNMI as a travel destination, the Marianas’ destination power and challenges, an action plan, and the next steps that need to be taken.

He emphasized the positive features the CNMI has, as well as the affordability factor of traveling to the CNMI. He pointed out the challenges that the CNMI is facing and the action plan that the CNMI needs to take to overcome these challenges.

Some of these plans include having the CNMI do everything it can to persuade JAL to reverse its decision to withdraw, to motivate other airlines to launch new services to the CNMI, a 12-point MVA Incentive Program, and to expand awareness and visibility of the CNMI as a preferred tourism destination.

Part of the steps that the CNMI would have to take include looking at other new airlifts, the involvement and support of all CNMI partners, and working on the positioning outlook of the CNMI, Merner added.

Asatsu DK, the MVA’s ad agency in Japan, gave a brief overview of the communication activities, creative concepts, and website programs it has worked on with MVA to help further promote the CNMI as a tourist destination.

The representatives from the MVA China and Korea Offices touched upon the various marketing objectives that are being planned, the target groups that these objectives were being focused on, the marketing strategies, program overviews, and how MVA members would be able to help with these plans and objectives.

MVA China spoke about maximizing publicity of the CNMI and its unique characteristics through a multi-faceted media approach, with press release distributions, editorial and advertorial placements, organization of FAM trips, newsletter development and distribution, and website updates.

They also encouraged launching a series of marketing programs that would create some sort of “buzz” among key target audiences. Another suggestion made was to further develop links with trade partners and work together with them to promote the CNMI through trade seminars conducted with Continental Airlines, Tinian Dynasty and Century Tours, travel fairs, and the development of high-quality language collaterals in the CNMI.

MVA Korea touched upon the Korea-CNMI travel summary, and presented a marketing strategy that included having agents develop and sell CNMI products exclusively with MVA’s support. They encouraged the stakeholders to renew the image of the Marianas as the prime destination for sports events, cuisines, wellness and safety through tie-up promotions with the media and travel agents. They gave an overview of the PR & Marketing performances for Fiscal Year 2005, a marketing plan that included joint advertising with World Resort, Hana Tour, and TV & Star marketing. The MVA Korea representative also explained the reasons for the flat growth in Korean arrivals.

“Given the circumstances of this volatile industry, it is imperative that the stakeholders take into account the recommendations and suggestions, made by the offshore offices,” said MVA marketing manager Wayne Pangelinan.

MVA held the first of its bi-annual membership meetings at the Dai Ichi Hotel’s Hibiscus Hall. A moment of silence was held to remember the victims of the tsunami tragedy that occurred in East Asia on Dec. 26, 2004.

The membership meeting was officially called to order by MVA board chair David M. Sablan. The meeting began with a presentation by MVA Marketing Manager, Wayne Pangelinan, who shared information about the marketing and campaign promotion activities being held throughout Japan, Korea, and China. He gave an overview of the various advertisements that were done in these respective areas, and provided statistics on the PR value, flights, seating capacity, visitor arrivals, and media familiarization tours.