HONOLULU -- With
a $150 million deficit projected for the next two-year state budget
and officials calling on department heads to start thinking about
cuts, its not surprising that travel industry executives in Hawaii
are being asked to leverage their advertising costs with co-op
Visitors and Convention Bureau (HVCB) is pushing co-op promotions,
asking the industry to buy, literally, into its fall Come
Experience Aloha campaign.
is not new to the HVCB. The HVCB has always looked for cooperative
marketing efforts because we know that working together we can all
be more effective, said Jay Talwar, vice president of
marketing partnership arrangement was used broadly by the HVCB
until 1998, when the Legislature allocated some $60 million to
tourism marketing. The practice of encouraging wholesalers and
consortia, hoteliers, airlines and cruise lines to combine sales
and marketing efforts gained new energy after the events of 9/11
precipitated a decline in marketing dollars.
economy has turned around but is not expanding fast enough to make
up the impending deficit in the 2006-2007 budget, according to
Georgina Kawamura, state director of budget and finance. That makes
co-op advertising an attractive tool for the HVCB.
Following is an
example of how the co-op program works: The HVCB creates materials
and opportunities that include ads for placement in travel agent
publications; online marketing on Orbitz, Expedia and the Knot,
coordinated with HVCB advertising; product placements at trade show
exhibits; and ads in monthly consumer and travel agent electronic
are Islands of Aloha Express, with 250,000 readers, and E-xpressly
for Travel Professionals, which is sent to 55,000 travel
Among the other
options are wholesaler co-op newspaper ads, broadcast TV and an
informational e-mail. For information on rates, call the HVCB at
Destinations Editor Margaret Myre, send e-mail to [email protected].