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Pacific Aviation Directors Workshop
Travel Outlook of the Pacific – Magnificent Micronesia
General Manager Joann G. CamachoGuam Visitors Bureau – Setbision Bisitan
GuåhanOctober 15, 2012
GUAM – The HUB of Micronesia
MICRONESIA BY THE NUMBERSInternational Arrivals to Guam
MICRONESIA BY THE NUMBERSProjected Arrivals to Guam
Fiscal Year Total in the Millions
FY 2012 1.0 to 1.4
FY 2013 1.1 to 1.5
• Direct/Traditional Marketing – Omoide, Television, Print Ads
• Social Media Marketing– Facebook, Twitter, Weibo, Mixie
• ESTA• Local Branding Programs
– Håfa Adai Pledge, GIFT, Murals, GMIF, Ko’Ko’ Road Race, GCDA
Branding & Innovative MarketingWhat is Guam doing to attract over 1 million
visitors?
• Pacific Asia Travel Association (PATA)– Micronesia Chapter
• Joint Marketing/Promotions– Travel Shows (JATA, ITF, MITT)– Social Media
• Direct Marketing on Guam– GMIF, Social Media, On-Island Promotions, etc.
• BRANDING
Opportunities for Travel to ALL of Micronesia
• Non-Profit Membership Association Development of Asia Pacific Travel and Tourism Industry 120 Members; Including: GVB, UNITED, Bank of Guam, Triple
J, PIC, Ideal Advertising, SBDC, etc.
• Public-Private Partnership Enhance sustainable growth Value & quality of travel & tourism to, from and within the
region
• PATA Micronesia 1 of 48 Chapters Chosen by Micronesian Chief Executives (MCES) to represent
them as the Regional Tourism Council/Committee• Leverage PATA resources to expand and grow travel
PACIFIC ASIA TRAVEL ASSOCIATION
• Social Media (SM)– New means of marketing– Hand on information sharing and interaction– Cost effective: Leveraging free SM Platforms
to promote the destination• Travel Shows– JATA (Japan)– MITT (Russia)– ITF (Taiwan)
Joint Marketing Promotions
• Guam is the 8th busiest international airport in the nation1
• Hawaii Model:– Entry into the Hawaiian
Islands is through Honolulu as the central HUB.
– Every island markets their individual offerings on Oahu.
– Market individual offerings on Guam to the more than 1 million visitors a year.
Direct Marketing on Guam
1Source: US Department of Commerce 2011 Visitors Report
Micronesia Branding and Awareness Campaign/Initiative:
SloganWarmth of each of the islands in Nature and in each Unique CultureScript font-Caring and Welcoming AttitudeColors:Blue - Ocean, peace and tranquilityGreen-NatureBrown-Earth and Cultural Aspect
Typography (Font Style)“Micronesia” Sans Serif fontFor a young and less-formal image
Symbolism:Concept features a Wave over Coconut leaves enclosed in a CircleBlue waves-Natural beauty/Marine Life of the islands of MicronesiaCircle-Represents the sense of wholeness and Unity rather thanIndividual and separate islands
SI YU’OS MA’ASE
General Manager Joann G. Camacho
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