The Islands of Hawaii
Senior Account Supervisor
For Immediate ReleaseFebruary 12, 2014
HVCB CHICAGO MARKETING CAMPAIGN GENERATES BUZZ, BRINGS WARMTH TO FREEZING WINDY CITY
Baby it’s cold outside in Chicago where freezing temperatures and record snowfall remain the norm thanks to polar vortexes that just won’t say aloha to the Windy City. The frigid weather even prompted two area journalists to hit the streets to find out from residents whether the Hawaii Visitors and Convention Bureau’s (HVCB) month-long tourism campaign currently underway in the market had them longing for a vacation to the Hawaiian Islands.
“CTA Hawaii Ads Torment Cold Chicagoans: ‘Some Sadist Put This Here’,” was the headline of a story published Monday by DNAinfo.org Chicago on its news site. The first sentence of the story, written by Jackie Kostek and Kyla Gardner, exclaimed “Quit rubbing it in, Hawaii!” The rest of the story, including the “man-on-the-street” video segment, takes a tongue-in-cheek approach to this severe weather event. Majority of those interviewed are clearly tired of the cold temperatures and are not shy about sharing their desires to be enjoying Hawaii’s more tropical climate.
“It was great to see a Chicago news outlet have some fun with our current campaign and I can assure you we’ve only had the best of intentions in reaching out to Chicagoans who we know enjoy vacationing in the Hawaiian Islands,” said John Monahan, president and CEO of the Hawaii Visitors and Convention Bureau. “Chicago is our fifth largest visitor market and an airline hub for many East Coast cities. We’ve conducted similar efforts in the city over the last few years, and while our campaign promotes the different experiences you can have while vacationing in Hawaii, it’s more than a branding campaign.”
HVCB’s integrated market saturation is meant to stimulate demand for Hawaii travel and increase air service. The month-long February effort combines print, broadcast, online and out-of-home advertising with public relations, consumer events and travel trade outreach to make the Hawaiian Islands unavoidable.
Highlights of the campaign include HVCB hosting Hawaii-themed weekends at the Chicago Botanic Garden on February 15-16 and February 22-23, featuring entertainment, activities and demonstrations. On the television front, “Aloha Days” on ABC’s popular Windy City Live show will showcase the best of the Hawaiian Islands with interviews with island representatives, entertainment, cooking demonstrations, and more. Out-of-home consumer advertising will be seen throughout the city’s transit stations at Lake Street Station, Belmont, Fullerton, and the downtown Chicago Loop, as well as upscale suburban commute expressways in Naperville, Orland Park, Northbrook, and Highland Park.
For more information about the Hawaiian Islands, please visit gohawaii.com.
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The warmth of the Hawaiian Islands captivates motorists passing by a digital bulletin along a snow covered street in Orland Hills, Chicago.
Chicagoans get a glimpse of the Hawaiian Islands while waiting for a train at the Chicago Transit Authority's Lake Street Station.
Chef de cuisine of Kaana Kitchen at the Andaz Maui at Wailea, Isaac Bancaco, explains the dishes that he prepared for Windy City Live's Ji Suk Yi.
Timothy Lara owner of Hawaiian Paddle Sports shares his favorite things to do on Maui with Windy City Live co-host Ryan Chiaverini.
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. For more information about the Hawaiian Islands, visit gohawaii.com.