Oahu Bureau Changes Name, Will Emphasize New Markets


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 visitors.

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 meeting.

"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 Islands."

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 & Convention Bureau."

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.

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