HONOLULU -- The Hawaii Visitors and Convention Bureau is spending
$20 million during the next five months to lure visitors back
following the September terrorist attacks. After the attacks, the
bureau received an additional $2 million from the Hawaii Tourism
Authority (HTA) to spend on marketing. That funding raised the
HVCB's 2001 budget to $49 million.
The HVCB also is asking the state legislature for another $10
million to add to its emergency marketing campaign. The bureau's
plan, according to HVCB president Tony Vericella, will focus on
marketing to travelers from the West and Midwest as well as Japan.
Vericella outlined the plan during an HTA meeting, at which he
asked for and received the $2 million in emergency marketing
The bureau's goal, said Vericella, is to have "stable visitor
arrivals by the end of the second quarter of 2002, so that by the
end of June, our visitor numbers would be even with those for the
same period in 2001." Part of the advertising theme for Hawaii over
the next five months, said Vericella, will emphasize the "genuine
spirit of our people and how it is rejuvenating to come here."
Messages also will convey Hawaii's "multiethnic and
multicultural" aspects, he said. Vericella said the bureau's
campaign will not address safety in Hawaii. Hawaii is already
perceived as a safe destination, said Vericella, and to bring up
the topic could suggest otherwise.
The target audience of Hawaii's emergency marketing plan to the
U.S. will be in 21 markets, including Alaska. Vericella noted that
Anchorage, Alaska, is a large potential market for Hawaii for
people who want to escape the cold. It is especially enticing to
Hawaii as a source of travelers, said Vericella, because every
resident of Alaska receives a state government dividend from oil
revenues each year that could be used on a vacation. In 2000, for
example, every resident received $1,963.
Hawaii's emergency marketing plan, said Vericella, leaves out
the East Coast. "We don't go to the East Coast for now," said
Vericella. "When the market is ready, we will go there." The East
Coast supplied 24% of Hawaii's 7 million visitors last year.
Through the end of the year, Hawaii's campaign will appear in
newspapers, magazines and on the Internet. Television advertising
will begin in January.