HVCB says television gives it best bang for its marketing buck

HONOLULU -- The Hawaii Visitors and Convention Bureau shifted a large share of its marketing funds from print media to nationwide television spots, despite the states record-high arrivals this year.

The breakdown, said Jay Talwar, HVCB vice president of marketing, is $1 million for TV promotion, $100,000 for full-page ads in the Wall Street Journal and $100,000 for online banner ads and other efforts.

We had more success showing the greater depth of certain Hawaii experiences, like whale watching, through an on-screen medium than in a simple snapshot or single image, Talwar said.

TV spots already are running on the Mainland, and the HVCB is working on programming ideas with the Food Network, the Discovery Channel, the Travel Channel and Fine Living for fall through spring.

To contact reporter Brian Berusch, send e-mail to [email protected].

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