Marianas Variety

Last updateWed, 20 Dec 2017 12am

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    Monday, December 18, 2017-7:41:22A.M.

     

     

     

     

     

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Billboards in Russian winter tout the Marianas

(MVA) — The average temperature in Vladivostok, Russia, this week is about 30ºF during the day, dipping as low as 14 ºF at night. And it’s only expected to get colder as winter deepens.

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MVA’s billboard campaign Vladivostok, Russia is augmented by a radio advertising campaign. Billboards in Vladivostok, Russia through December 2017 remind commuters of the proximity of the tropical Marianas, conveniently reached via air service connections in Seoul, Korea.  MVA photos
What better time to remind the travelling Russian public that the average temperature in the Marianas is now is about 83 ºF during the day, dipping a mere 4 ºF lower at night?

To increase the recognizability of the Marianas in the Vladivostok area, the Marianas Visitors Authority launched a billboard campaign this month highlighting the award-winning, white sandy beach of Managaha framed by an ocean of myriad blues sparkling in the tropical sun. The five billboards are installed in Vladivostok’s downtown and other places with the highest traffic, averaging at least 40,000 people in daily traffic at each site. The outdoor ad campaign will continue through Dec. 30, 2017, and bring an estimated $112,000 ad exposure to the Marianas.

“Russia’s cold!” said MVA Managing Director Christopher A. Concepcion, recently returned from the Marianas Event 2017 in Vladivostok.

“With new, convenient connections to the Marianas from Vladivostok via Seoul on Jeju Air, the timing is optimal to entice visitors from Russia Far East. Billboards often have a captive audience during rush hour…in this case, a very cold captive audience.   We want to let them know they are ‘warmly’ welcomed to the islands.”

The billboard campaign is also augmented by a radio advertising campaign, featuring 15-second ads on the two most popular radio stations of Russia Far East, Europa Plus and Dacha Radio and reaching about 179,000 people daily.