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