In a continuing effort to stimulate short- and long-term bookings from major West Coast markets, the Hawaii Visitors and Convention Bureau launched a month-long marketing blitz in Seattle on Oct. 1. The intensive advertising campaign, funded by the Hawaii Tourism Authority, will be patterned after similar blitzes that took place in San Francisco in March and Los Angeles in September.
"These blitzes are an adjunct to our year-round marketing presence in these key source cities," John Monahan, the HVCB's president and CEO, said in a statement. "As we did in San Francisco, and more recently in Los Angeles, we are turning up the volume for a month of intensive activity to dominate travel messaging at a time when people are thinking about winter vacation plans."
While much of the HVCB's efforts will be centered in the Seattle area -- Hawaii's third-largest source of annual visitors -- a number of advertising and marketing events are also scheduled for Portland, Ore., and Vancouver throughout October.
"Our campaign will give people that extra nudge to book a Hawaii trip," Monahan said. "Hawaii has made itself very affordable, there's ample airline lift from the area and people who have been holding off travel are starting to take vacations again."
Operating again under the theme "Hawaii: A Thousand Reasons to Smile," the HVCB's October blitz seeks to connect with Pacific Northwest residents using a range of integrated media and consumer events, including a series of concerts and island cuisine demonstrations. Social networking campaigns on Twitter and Facebook will also play a role, and on the HVCB's SoMuchMoreHawaii.com blog site, several Seattle-based bloggers will recount their Hawaii experiences.
A host of online marketing, advertising, public relations and cultural initiatives are also scheduled in partnership with the HVCB's neighbor island chapters and several Hawaii-based suppliers.
"We have asked HVCB, along with our other marketing partners, to be more effective and efficient and to look for innovative opportunities to market Hawaii in this changing world," Mike McCartney, president and CEO of the HTA, said in a statement. "The HVCB major market intensifications are an example of this innovation. We saw immediate results following the San Francisco and Los Angeles blitzes with an increase in arrivals from U.S. West, and we are optimistic that this trend will continue with our team blitzing the Pacific Northwest, a high-potential market for Hawaii."
During October the HVCB's will also reach out to travel agents and wholesalers throughout the Pacific Northwest via sales calls, e-marketing initiatives, webinars and agent training seminars with major suppliers.