NEW YORK -- The Pacific Asia Travel Association (PATA) in the fall
will launch an estimated $2 million tourism promotion campaign
designed to boost travel to the Asia-Pacific region from the U.S.
and steer business to its travel agent and tour operator chapter
The campaign, dubbed "See You in Pacific Asia," is the
organization's first consumer tourism push in more than 15 years,
according to Bill Hastings, PATA's managing director for the
"The campaign theme represents a welcome to tourists who may not
have chosen to travel to the Pacific-Asia region in the past,"
"The obvious purpose [of the campaign] is to build awareness of
the region, but the campaign also will strive to knock down two of
the area's biggest perceived barriers, that it's difficult to get
there and that there's a language barrier."
Scheduled to break in September and run through October, the
two-month campaign will include radio spots; newspaper and magazine
advertising inserts, and a direct-mail program targeting
high-income consumers in New York, Chicago, Los Angeles and San
Francisco. A number of the direct-mail brochures will be mailed to
agents to hand out to their clients.
The campaign also will include a dedicated Web site that will
provide a direct link to PATA's official Web site at www.pata.org.
Each component of the campaign will encourage consumers to
contact a PATA travel agent member to book their trip. PATA has
some 28 chapters in the U.S. and Canada mostly made up of retail
agencies representing 9,000 travel agents.
According to Hastings, after a year-long delay, PATA is poised
to unveil a travel agent specialist program for its members later
this year. In conjunction with the advertising campaign, the
specialist program "will build a complete circle whereby every PATA
member, from the tour operator to the travel agent, will benefit."
Hastings did not provide details of the agent specialist
Pending the success of the advertising campaign, possibilities
for an expanded program include television commercials and the
addition of other major feeder markets, including Washington,
Dallas, Houston and Canada, Hastings said.
The campaign will be funded primarily by assessing PATA's 41
member countries a fee ranging from $10,000 to $50,000 based on the
number of U.S. visitors they receive yearly. Participation in the
campaign is voluntary.