HONOLULU -- The Waikiki & Oahu Visitors Association changed
its name to the Oahu Visitors Bureau and repositioned its marketing
efforts. Unnder a five-year plan, the group will focus on new
markets in the U.S. and Japan, seeking to attract first-time
Previously, it concentrated its U.S. marketing efforts on the
West Coast. "We want to restore the island of Oahu to its proper
place as a world leader in the island vacation category," Les
Enderton, OVB executive director, said at the group's annual
"Our existing westbound and eastbound markets are maturing and
declining, and length of stay is shorter," he said. OVB is
preparing consumer and trade advertising campaigns that will be
under way in the first quarter.
According to a brochure issued to its 140 members, OVA will
present "a new and different message," establishing that "there is
more to do, see, and experience on Oahu than on the other Hawaiian
With the name change came a new logo and tag line -- "The Island
of Oahu, Where Aloha Begins."
David Carey, OVB president, and chief executive officer of
Outrigger Hotels & Resorts, said the name change will "clearly
identify ourselves as the Oahu chapter of the Hawaii Visitors &
Other chapters are the Maui Visitors Bureau, Kauai Visitors
Bureau, and the Big Island Visitors Bureau. OVB, formed in 1984,
has an annual budget of $2 million annual budget -- $1.5 million
from the state, through HVCB, and $500,000 from its membership.