The Hawaii Visitors and Convention Bureau has launched a $4.5 million marketing campaign to promote reduced prices for Hawaii vacations versus last year. Under the theme Discover More of Hawaii for Less than You Imagined, the bureau's multimedia campaign directs consumers to a new HVCB website, www.GoHawaii.com/Value, which lists travel packages to Hawaii at deeply discounted prices. The campaign is being funded with support from the Hawaii Tourism Authority and travel industry partners.
The campaign complements the HVCB's ongoing branding strategy and is designed to generate vacation bookings immediately through first quarter 2009. It further advances the message launched earlier this summer about Hawaii's enhanced affordability as a destination. The HVCB's marketing strategy is fueled by research showing travelers in the current economic environment are seeking incredible experiences that are unique to the destination but at a great value. To that end, the HVCB's new website will serve as a free market platform listing the various Hawaii vacation packages offered to consumers in North America. The website gives package providers the flexibility to amend their offers in response to competition, availability and demand. Travel wholesalers taking part in the package offerings are Pleasant Holidays, Travelocity, Expedia, Orbitz, All About Hawaii, Blue Sky Tours, LibGo Travel, Travel Impressions, Classic Vacations, MLT Vacations, Funjet Vacations, United Vacations and American Airlines Vacations.
In conjunction with the new campaign, the HVCB is adding increased marketing emphasis in eight top U.S. markets -- Los Angeles, San Francisco, Seattle, Phoenix, Denver, Dallas, Chicago and New York City -- which are identified through market research as offering the greatest potential for vacation bookings. The HVCB launched print advertising, online advertising and media publicity in the targeted cities, promoting the Hawaii packages and steering consumers to the website. In addition, HVCB executives are meeting with key news media in Los Angeles, Chicago, New York City, Boston and Washington, D.C., this week. Adding to the HVCB's optimism are the results of the TNS American Traveler Study released in early September. More than 8,000 respondents were surveyed nationally, and Hawaii received the highest scores of all destinations for visitor satisfaction among travelers who had taken vacations within the past three years. In addition, Hawaii scored highest among all destinations for growth potential as to where survey respondents want to vacation in the coming three years. For more information, call 800-464-2924 or visit www.gohawaii.com/value.
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