Guam visitors bureau

MARKETING PROGRAMS AND PROMOTIONS

1. Industry Trade Promotions

TV Home Shopping is one of the major marketing and sales channels among Korean travel agencies as they can visually promote the destinations targeting B2C through a TV medium that has extremely high reach. Travel agencies then follow up after the one-hour broadcasts via their own online and offline channels, offering post-TV Home Shopping promotions.

We will support key travel agency partners with their TV Home Shopping promotions to showcase and introduce new types of tour packages of Guam targeting key lifestyle segments that we will develop in concert with the operators.

T-Commerce Promotion

Objective: secure immediate sales of Guam tour products to increase traffic during shoulder periods

T-Commerce promotion is one of key marketing tools in travel industry with competitive price over TV Home Shopping. T-Commerce is a term describing trade via digital TV-set which acts as a marketing channel enabling bidirectional communication-enabling interactive advertising and addressable advertising. It’s part of electronic business and e-commerce. In Korea, we have 10 T-Commerce channels are such as K Shopping (Korea Telecom), B Shopping (SK Broadband), Dream & Shopping (Shinsegae Department Store), and GS My Shop (GS Home Shopping).

We will support key travel agency partners with T-Commerce promotions to showcase and introduce new types of tour packages of Guam targeting key lifestyle segments.

Social Commerce Promotion

Objective: collaborate with key travel trade partners to promote and tour products targeting FIT travelers on social commerce sites, which offers the promotion for a limited time only, to generate maximum attention and results

Social commerce is a term used for sellers of products and services who use social networks to access a large pool of consumers. With the increase in popularity and comfort ability of E-commerce in Korea, tour products have taken an important position in most powerful social commerce sites such as Coupang, Ticket Monster, and We Make Price.

GVB Korea marketing representative in cooperation with key travel agencies will conduct social commerce promotions with highly competitive Guam tour products, inclusive of air, targeting the younger, more price sensitive generation in their 20s ~ 40s with an economic cost.

Airline Coop – Sales Contest

Objective: stimulate Guam booking from major cities including Seoul, Busan and Daegu collaboration with airline partners during shoulder seasons

We will collaborate with airline partners for Seoul, Busan, and Daegu regions to conduct sales incentive promotions targeting the shoulder periods to encourage key travel agencies’ sales to Guam. The criteria for sales incentive promotions is for each of the participating travel agency to achieve a sales increase that is greater than their results from the same period of the previous year. Agencies that have achieved the goal and fulfilled all requirements will be entitled to receiving the sales incentive.

The golf market is steadily growing, and overseas golf travelers to long-haul destinations are a key target market segment in Korea.

In collaboration with Korean Air, industry partners and select golf specialized travel agencies, Korea team will create and promote golf tour products targeting select customers including Korean Air’s premium passengers, members of premium golf clubs, VIP members of credit card companies and department stores, by offereing added value or benefits of playing at signaure golf courses in Guam such as Mangilao Golf Course.

Leverage the versatile marketing channels of Korean Air and participating partners to promote Guam as in ideal ‘golf destination.

We will deliver added values and perks for MICE organizers who bring their events to Guam. The team will also provide support with pre-departure preparations for their MICE groups, and if necessary introduce the group to appropriate entities/agencies for the smooth operation.

Korea team will provide the following support to MICE groups who chose Guam:

1. 
   50 pax under: small giveaway and GVB guide book
   
2. 
   50 pax+: Airport greeting service
   
3. 
   100 pax+: KRW10,000/pax incentive, group photo session and cultural dance team
   

Korea is already well known for being a sporting powerhouse that produces global athletes and sports fanatics. Now, with the on-going “well-being” and healthy lifestyle trend in Korea, there is growing demand for expansion of leisure sports tours and activities.

We expect to focus on the following group sports and leisure activities as part of the MICE target: Golf, Baseball, Marathon, Cycling, Tennis, Triathlon, etc.

Sports Tourism Promotion

Objective: To promote Guam as a destination for various sports through Guam's existing and newly created sports event.

GVB Korea marketing representative will put a lot of efforts into promoting the existing sports event that are annually held in Guam, such as Guam International marathon and XTERRA Guam. In addition, in collaboration with media, we will seek opportunities bringing sports events to Guam that are interesting and popular among Korean audience. 'Professional Baseball Players Match play Championship in Guam' which was aired on MBC Plus channels in 2016 can be a good example.

The key here is to identify companies as well as persons who have the power to influence the selection of MICE destination when there are MICE group biddings; develop and provide special, personalized incentives to these agencies based on the target group; maintain consistent contact in person and by other communication methods to ensure Guam remains as a one of the ideal MICE destination; provide immediate feedback to questions or request for information, making theses top ten MICE travel agencies high-priority and ensuring consistent high-quality service.

Large conglomerates or associations, such as Samsung, LG, Hyundai, Korean Teachers’ Credit Union (KTCU), have either in-house travel agencies or affiliated agencies who handle both corporate and leisure travel for the companies’ employees

The KTCU in particular, works with an agency who operate travel and leisure business through its reservation website, which is promoted to over 700,000 of KTCU members. Group sales from KTCU members will generally be composed of KTCU members and their families.

Major corporations of Samsung and LG have over 100,000 employees, with at least twice more than these numbers when their family members are included. GVB Korea Marketing Representative can leverage this massive network and work closely with corporate travel management companies (TMCs) to actively develop MICE travel products to Guam. We can expose Guam travel products on the intranet of Korea’s major corporations such as Samsung and LG, as well as through TMC reservation and websites.

2. 
   U.S. Commercial Services Programs and Activities
   

3. 
   Sales Market Development Opportunities
   

GVB Korea marketing representative will work with major travel agents to incorporate GVB’s “Love Guam” campaign slogans in their sales promotions on on-and-offline channels for Guam. We will also advise them to actively utilize – hashtag #LoveGuam - on their social media channels to promote Guam products.

GVB Korea marketing representative will develop a series of Guam tour products by working with key travel trade partners under these themes such as “Family Love”, “Honeymoon Love” and “Diving Love” by including activity option benefits that can be only experienced on Guam. We will also work with major wholesalers who host annual international travel shows to maximize the visibility of Guam under these key messages.

Creating Guam Family Holidays (Guam Air-Tel Tour Product)

Objective: develop Guam Air-tel tour products targeting FIT and young family travelers to Guam during shoulder seasons.

GVB Korea marketing representative plans to work with airline partner/s to develop Guam Air-tel tour products, which provide benefits and value-added services that offer a ‘touch of Guam.’ An example can be offering of Chamorro meal service for in-flight dining, or a souvenir that is unique to Guam. Patterned after the Thai Royal Orchid Holiday concept above, the offering will be sold exclusively through Korean Air’s website.

Korean women travelers are on the rise overall, both in business, leisure and educational group travels.

First, the female labor participation rates are increasing in certain women-oriented businesses that require business travel, such as in cosmetics, fashion, health, and insurance industries. As for non-working Korean older women, group travel for social clubs continues to be vibrant, focusing on shopping trips and relaxation. Female university students continue to participate in overseas study tours in hospitality-oriented majors including hotel management and airline cabin service management.

Guam offers components that have strong appeal to the female taste, such as fine dining, shopping, beautiful scenery, as well as a safe and pleasant environment. Our team will deploy tactics and campaigns that appeal to this market segment, to position Guam as a female-friendly destination, keeping in mind that female consumers generally tend to seek value and “experience-led consumption.”

GVB Korea marketing representative will form partnerships with event planners in women-centric companies, social clubs, and universities. Incentives may be provided to these female groups, such as personalized hotel comfort services or increased availability of safe transportation services.

Primary and Secondary School Field Trips to Guam

Objective: develop new vertical segment in educational tourism such as primary and secondary school field trips to Guam.

In Korea, middle school and high school students travel around the nation for multiple days of a field trip. Some of the primary and secondary schools travel overseas for field trips, but most of the trips are made to the short haul destinations such as Japan and China.

As overseas field trips are becoming a trend amongst Korean schools, marketing representative will tap into this niche market to introduce and promote Guam as the shortest flight-time destination in the United States, which will certainly be a positive factor when schools consider destinations for field trips.

Marketing representative will approach primary and secondary schools to support their field trips on Guam and help work with the affordable LCC partners such as Jin Air, Jeju Air, T’Way, and Air Busan.

4. 
   Travel Agents Media Familiarization & Networking
   

GVB Korea marketing representative will organize travel agency FAM trips for key travel agencies with a focus on Seoul, Busan, and Daegu targeting package, FIT, Golf, and MICE agents.

We plan to work closely with airlines partners and industry partners conduct agency FAM trips inviting package agencies, Busan travel agencies, Daegu travel agencies, MICE travel agencies, golf travel agencies, and FIT/OTA agencies during slow shoulder periods.

5. 
   Marketing Collateral Tools
   

Two of the largest wholesalers, Hana Tour and Mode Tour annually organize their own travel exhibitions to showcase their tour products and services to both B2B and B2C. Hana Tour holds their event in June and Mode Tour holds theirs in October each year. Marketing representative will participate in these two major travel shows in Korea to represent Guam and differentiate the presence of Guam among other destinations. GVB booth will be developed with a theme that focuses on a specific product, destination, or an idea.

We also look into participating in KOTFA (Korea Travel Fair) and BITF (Busan International Travel Fair) that are the two most major consumer travel shows in Seoul and Busan respectively. In addition, we will support Guam industry partners participating in these fairs by organizing Guam exclusive receptions to provide networking opportunities with the key stakeholders in the Korean industry.

Travel Agency Educational Seminars / Nationwide Road Shows and Workshops

Objective: educate travel agencies in Korea through a series of Guam destination seminars with key industry partners targeting Seoul and secondary cities nationwide including Busan, Daegu, Gwangju, Jeonju, and Daejeon.

Marketing representative will conduct travel agency seminars on monthly basis in major cities inviting travel agencies, media, and other stakeholders. We will collaborate airline partners and Brand USA to conduct destination-training road shows visiting secondary cities targeting key wholesale agencies such as Hana Tour and Mode Tour, reaching out to hundreds of their retail sub-agencies that are located in nationwide.

6. 
   Public Relations
   

Promoting through TV programs is one of most popular ways of conveying a mass message. It offers numerous advantages, offering a powerful impact and reaching a wide audience. Especially, Korean TV programs have a strong influence all over Asia, including China and Japan, as many of Korean dramas and variety shows are enjoying immense popularity in the Asian region.

We will work with Korea's major TV networks and aggressively seek opportunities for the exposure of Guam in order it to be recognized as a quality, safe, convenient and must-visit destination by audience not only in Korea but also in other parts of the world.

7. 
   Advertising
   

Time board banner advertisements are usually run for an hour in the morning or lunch time on key portal sites, because those times are the best timing for million audiences to surf for information. The target audience are usually the younger generation in their 20s~40s who usually visit portal sites at least couple times every day.

GVB Korea Marketing Representative will conduct time board banner advertising as of co-working with key travel agencies and airline partners to sell a variety of Guam tour products at special rates including airline ticket only promotions and Air-tel (air-and-hotel combined) products.

8. 
   Social Media/Online Campaigns
   

9. 
   Representation Services
   

KGTC& KGMC are to foster and strengthen relationships between the Korean tourism industry professionals, and tourism partners on Guam in the private and public sector.

10. 
    Administrative Services
    

Appoint full time professional staffers to be responsible for the implementation of the GVB’s programs.

The marketing executive appointed to represent the GVB must be personally present and act as the main coordinator at any function being implemented on behalf of the GVB.

Develop marketing programs per month, quarter, and year designed to meet the GVB’s requirement.

Conduct market researches of the travel industry to determine the appropriate travel services that suits Guam, and identify possible tour programs – provide the market status through the diverse reports and article scripts for the better understanding.

Initiate contacts with tour wholesalers, airlines, hotels, and travel agencies to establish favorable working relationships-diversify the contacts for the wide working environment.

Initiate contacts and coordinate travel trade familiarization tours to Guam – develop the joint fam tour opportunities with airlines and agents for educating the invitees on Guam.

Inform the GVB of any fact of occurrence that affects Guam’s interest.

Plan, coordinate, and implement the GVB’s participation at international travel trade exhibitions, workshops, seminars, and special promotions – increase of visibility on Guam by attending the diverse functions related to tourism market.

Coordinate direct mail campaigns.