HAGATNA, GUAM: Burson-Marsteller is helping the Guam Visitors Bureau develop a new branding campaign that will launch this fall to boost tourism from its key Asia Pacific markets as well as the emerging travel markets of Russia and China.
Under a $300,000, 10-month contract signed in February but first reported on June 21 by the Pacific Daily News, the project involves an initial research phase followed by development of strategy. The campaign will then be marketed to citizens on the island prior to its launch in late September or early October.
The goal of the planned outreach is to encourage more high-end travel to the island, in part through an emphasis on the historical culture of Guam and its scenic and natural attractions, said Rhona Brauer, Burson MD and West Coast brand marketing chairman.
Many visitors to Guam from Japan, Korea, and Taiwan – its three top markets – are also lured by the island's duty-free shopping. About 1 million people visit the island each year as tourists, with nearly 85% coming from Japan.
Details of the campaign are still being worked out but will be based on input from local business and community leaders. Guam-based PR firm Galaide Group is serving as partner to Burson on the development of research and messaging, an effort that includes identification of key islanders for a steering committee for the project.
“If we're out there marketing the island, we have to make sure that the people who live there understand and support the effort,” Brauer said. “They serve as brand ambassadors.”
Branding firm Landor Associates, a fellow WPP company, is also helping develop the campaign.
Guam is a US territory that starting in 2015 will be home to about 30,000 US Marines and their families who are currently based in Okinawa, Japan.