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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
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GUAM – The HUB of Micronesia
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MICRONESIA BY THE NUMBERSInternational Arrivals to Guam
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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
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• 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?
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• 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
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• 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
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• 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
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• 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
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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
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SI YU’OS MA’ASE
General Manager Joann G. Camacho