Guam Visitors Bureau

Strategic Planning

The Challenge: In 2011, the Guam Visitors Bureau solicited, via a competitive bid, marketing firms to manage their local community branding program (The Guam Brand). The team competitively bid on the project and was successful. At the time of award, research indicated that local affinity towards the visitor industry was waning. The local community was becoming detached from Guam’s number one industry and the overall performance of the industry was lagging behind expectations. While a successful foundation of the Guam Brand had been laid, the overall impact of the program was not resonating with the community.

Our Approach: Our approach was to engage GVB in a “collaborative visioning process” and engage stakeholders in the planning for the future of the brand. The team began working with GVB to better engage private and public sector support for GVB’s objectives. Overall public engagement with the brand was increased as initiatives to increase awareness of the brand and its values were successfully executed. Public events and programs were developed and executed to create a relevant connection between the visitor industry and the community. A refreshed creative approach to the brand communications program was also implemented. The unified look and appeal of the branding effort is working to increase community affinity with the visitor industry.

The Outcome: Guam visitor arrivals are near record levels for 2013. Visitor industry development is increasing and local support for the visitor industry has increased. The Guam Brand remains a central figure in the success of the industry and will remain so through continued collaboration and proper marketing programs both on Guam and in Guam’s overseas target markets.