HONOLULU -- In an attempt to emphasize visitor spending, the Hawaii
Visitors and Convention Bureau (HVCB) outlined plans designed to
lure repeat travelers from the western U.S. and strengthen the
state's image among visitors from the East.
Seasonal advertising programs will focus on nonstop and direct
airline gateway cities such as Los Angeles, Seattle, New York,
Chicago and Atlanta. The HVCB also will emphasize the arts, culture
and golf in the leisure markets, according to HVCB president and
CEO John Monahan. Hawaii has yet to maximize its potential in the
golf market, he said.
The HVCB also will put more effort into perfecting its already
popular Web site (www.gohawaii.com), as well as developing new Internet
marketing strategies. About 250,000 names exist in its marketing
database, and the bureau hopes to increase that number.
Familiarization tours for travel agents and better communication
with the travel trade industry as a whole are also high on the
HVCB's list of priorities, said Monahan.
Formerly in charge of marketing Hawaii to the world, the HVCB
now will concentrate on leisure travelers from North America, along
with the global conventions and meetings-and-incentives market.
The HVCB unveiled its plans along with the Hawaii Tourism
Authority's new marketing contractors, who also presented their
tactics for the coming year.
In Europe, where almost all travel is booked through agents, the
Magnum Group will try to sell Hawaii as a "dream destination" and
raise awareness about diversity in the islands.
In Asia and Central and South Pacific, handled by Marketing
Garden and the Walshe Group, respectively, priorities include
easing visa restrictions and increasing direct air service.
Dentsu will take over marketing efforts in Japan, a steadily
decreasing source of visitors to Hawaii since 1997.
Dentsu's Takashi Ichikura said that travel agents handle 100% of
the business from Japanese visitors. In a campaign designed to
reintroduce Hawaii to the seasoned traveler, Dentsu will sell the
destination as one that "is full of surprises," said Ichikura.
To contact reporter Katherine Nichols, send e-mail to [email protected].