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Guam
Niche Travel Marketing
For 13 years, the Placemaking Group served as North American marketing representatives for the Guam Visitors Bureau. The overriding goal as GVB representatives was to increase visitor arrivals. Identifying special-interest market segments – World War II veterans and military history buffs, scuba divers and VFR (visiting friends and relatives of the local Chamorros) – was important to effectively position Guam.
Communication programs were developed that specifically addressed the travel interests and patterns of each market segment, incorporating custom messages delivered through targeted media outlets and organization. Research for these programs included developing a census of resources available on the island to support the visitors, and determining how best to reach each market segment.
A prime example of the niche-marketing approach was the creation of a “What’s Great About Guam” photo contest for the VFR market. The ultimate goal was to promote travel to Guam to visit family and friends; a more tactical objective was to gather ‘opt-in’ email addresses for sending email correspondence and island news to communicate future travel promotions and island news.
We created a Web-based program that encouraged North American-based family and friends to submit photos, with the grand prize being a trip to Guam via Continental Airlines. Hundreds of photos and stories of good memories of time spent on-island were submitted and posted on the site, and the winners were publicized in relevant Chamorro and local publications. An added benefit was the Guam Visitors Bureau received high praise from one of its most important constituencies.
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