The Islands of Hawaii
For Immediate ReleaseFebruary 25, 2013
HVCB LAUNCHES $500,000 MARKETING BLITZ IN NEW YORK AND CHICAGO
HONOLULU – The Hawaii Visitors and Convention Bureau (HVCB) has launched a monthlong marketing campaign in two of its largest East Coast markets – New York and Chicago – with the primary goal of increasing visitor arrivals to Hawaii from those key areas over the next several months. Similar to its market saturation blitzes initiated in 2009, the HVCB’s multi-media program comes following the Hawaii Tourism Authority’s (HTA) release of $500,000 in special funds dedicated to growing traffic from the East Coast, an important source of first-time visitors for the state.
“While Hawaii enjoyed record numbers for visitor arrivals and spending last year, our forecast for 2013 indicates that there is still opportunity for growth, particularly out of the U.S. East,” said Mike McCartney, president and CEO of the HTA. “We are committed to help stimulate travel demand from these metro areas and support the success of new and existing flights from the U.S. East market. These blitzes are also a great way to keep the Hawaiian Islands top of mind with our friends on the East Coast and share with them our unique people, place and culture.”
Under the theme Living in the Moment, HVCB in coordination with industry partners have launched this monthlong marketing program from February 18 to March 17 to elevate the Hawaiian Islands’ position as America’s favorite tropical destination for romance, family fun, outdoor adventure, culture and arts, health and wellness, cuisine, and golf. The multifaceted campaign presents the unique attributes that make Hawaii one of the world’s top exotic destinations through print, broadcast, and online advertising, social media engagement, and public relations outreach.
“This effort is more than just a branding campaign to raise awareness of the Hawaiian Islands. It’s an initiative to increase demand in these key markets to more sustainable levels that will support current service from the New York area and increase air service from Chicago,” said John Monahan, HVCB’s president and CEO. “We are aware that carriers serving the islands from those markets have lowered fares to attract passengers. However, we also know that unprofitable routes don’t last very long, nor do routes where airfares have risen to levels that turn away demand among potential travelers. By launching this campaign, we’re being proactive in our efforts to support these important routes and get more travelers to the islands from the East Coast.”
HVCB’s blitz puts an emphasis on a different island each week, with Oahu kicking off the campaign, followed by Maui, Hawaii Island, and Kauai. Using network television in each market, the program highlights include “Wake Up to Hawaii” and “5-Day Hawaii Weather Forecast” integrations during local weather broadcasts, a “Hawaii Entertainment Guide” featuring four custom, 30-second entertainment units (one for each island) airing in late night slots, and 30-second television brand spots on stations in New York and Chicago with partner call-to-action.
Digital initiatives include homepage “takeovers,” Hawaii-branded weather “page skins” featuring rich video highlighting the islands, and custom Twitter messaging. Public relations will focus on intensifying media relations outreach and editorial placements in those markets during the campaign period.
For more information about The Hawaiian Islands or to begin planning your vacation, please visit gohawaii.com or call 1-800-GoHawaii.
The Hawaii Visitors and Convention Bureau is contracted by the Hawaii Tourism Authority (HTA), the state of Hawaii’s tourism agency, for marketing management services in North America. The HTA was established in 1998 to ensure a successful visitor industry well into the future. Its mission is to strategically manage Hawaii tourism in a sustainable manner consistent with the state of Hawaii’s economic goals, cultural values, preservation of natural resources, community desires, and visitor industry needs.