PATA SPEARHEADS "SEE YOU IN PACIFIC ASIA" CONSUMER PROMOTION

Campaign to target key U.S. markets

The Pacific Asia Travel Association (PATA) is coordinating an extensive, multifaceted marketing campaign to increase United States consumer awareness of travel opportunities to Pacific Asia - one of the most intriguing and captivating destinations in the world.

Scheduled for a September/October 2001 launch, the "See You in Pacific Asia" campaign aims to increase travel from the United States to the PATA region by six percent annually. The campaign theme represents a "welcome" to tourists who may not have chosen to travel to the Pacific Asia region in the past. Initially, the key elements -- advertising, direct mail, radio promotions, online marketing and a retail agent tie-in -- will target higher-income consumers in markets such as New York, Chicago, San Francisco and Los Angeles.

Mr. Bill Hastings, PATA's Managing Director-Americas, created the "See You in Pacific Asia" program in cooperation with Enten & Associates, Inc., an advertising, design and marketing firm based outside Washington, D.C.

"Travel from North America to Pacific Asia is growing," said Mr. Hastings. "However, research indicates that perceived barriers about travel to Pacific Asia are keeping thousands of potential travellers from visiting the PATA region. Our campaign is designed to dispel misconceptions and build awareness about the accessibility of Pacific Asia."

PATA members will participate at levels ranging from advertorial supplements to integrated packages that include trip contests, prime advertising placement and high visibility on direct-mail pieces.

"We identified the need for an umbrella campaign to maximize cooperative opportunities between PATA members," added Mr. Hastings. "Pending the success of the initial program, possibilities for the long term include television advertising, point-of-purchase promotions and expansion to other target cities."