Hawaiian Air Pledges $3M to Promote State

By Tony Bartlett

HONOLULU -- Hawaiian Airlines said it will contribute at least $3 million to a special fund for a two-year Hawaii promotion. It was the second company, and the first airline, to pledge money for a marketing plan in the wake of a suspension of Hawaii aircraft landing fees that took effect on Sept. 1. Hawaiian said the fee suspension would save it $6 million a year.

Earlier, Outrigger Hotels & Resorts launched the marketing idea, announcing it would contribute $1 million and challenge airlines serving Hawaii to come up with $10 million -- a quarter of the $40 million they will save annually from the suspension -- to promote the state.

Outrigger proposed that the Hawaii travel industry come up with another $10 million and that the $20 million raised be spent in 1998 and 1999 on a mainland television advertising campaign. Gov. Ben Cayetano imposed a two-year moratorium on landing fees to boost travel to Hawaii.

Meanwhile, Hawaiian Air introduced a promotion offering seven days of free interisland travel for clients buying a roundtrip, first class ticket from the mainland to Hawaii. Passengers booking first class at a published excursion fare get a seven-day Hawaiian Island Pass for unlimited interisland travel. The offer, which applies to bookings made by agents direct and through wholesalers, is for travel completed by Dec. 19. Originating cities are Los Angeles; San Francisco; Seattle; Portland, Ore., and Las Vegas. To book, call (800) 367-5320.

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