The Hawai'i Tourism Authority (HTA) launched an
all-new group of diverse targeted campaigns to revitalize demand for travel to
the Hawaiian islands.
The goal is to expand Hawaiian tourism to all new
demographics, educate and place a spotlight on Hawaiian culture, and protect
Hawaii's natural resources.
Diverse Campaigns for the U.S. and Japanese Markets
Among the new campaigns is "The People. The Place.
The Hawaiian Islands," which is aimed towards an environmentally and
culturally conscious demographic and is planned to see a mid-May release date
in the U.S.
The campaign is speculated to benefit several sectors,
which will include musicians, lei makers, chefs, farmers, culturalists, and
fashion designers, among numerous other sectors, thereby contributing to the
local community.
"The People. The Place. The Hawaiian Islands"
is also planned to feature several local Hawaiian spokespeople, including Chef
Kyle Kawakami of Maui Fresh Streatery; Meleana Estes the Creative Director and
Author of Lei Aloha; and Kainani Kahaunaele, a Musician and Educator.
"We are being more assertive in our messaging
strategy with inspiring campaigns that spotlight Hawai'i's people, culture and
experiences unlike anywhere else in the world," HTA board chair Mufi
Hannemann said. "We need to ensure that the Hawaiian Islands stay
top-of-mind among travelers amidst the competitive global market, especially as
we head into the summer and fall."
Another group of campaigns by HTA that saw a launch
window around this time are the "Beautiful Hawai'i" and
"Yappari Hawai'i" campaigns for the Japanese market, which are currently underway.
The two campaigns focus on travel, making the world
beautiful, and sharing the experiences and characteristics of the Hawaiian
Islands that make so many visitors want to return.
So far, the campaigns have been extremely successful,
with their mixed marketing approach attracting over 61 million impressions.
According to HTA-commissioned research, every dollar spent on the strategic
placement of campaigns in the U.S. and Japan resulted in $399 of visitor
spending.
"Redeveloping our higher-spending international
markets, including Japan, is key to balancing our visitor mix throughout the
state," HTA's interim president and CEO, Daniel Nāho'opi'i, said.
"The campaigns promote regenerative tourism by encouraging visitors to
support our local businesses and enjoy a range of experiences that are
accessible to them while strengthening The Hawaiian Islands' brand and
travelers' perceptions about Hawai'i. These campaigns build upon the concept of
educating visitors to mālama — care for Hawai'i — which remains at the core of
our efforts."
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