The Hawaii Tourism Authority (HTA) has created two new marketing campaigns meant to attract responsible visitors who are care about the environment and are mindful of rules and safety.
"We are being more assertive in our messaging strategy with inspiring campaigns that spotlight Hawaii's people, culture and experiences unlike anywhere else in the world, Mufi Hanneman, HTA board chair, said in a news release. "We need to ensure that the Hawaiian Islands stay top-of-mind among travelers amidst the competitive global market, especially as we head into the summer and fall."
The first campaign, "The People. Place. The Hawaiian Islands," will highlight various people in the Islands, such as lei makers, chefs and musicians. It's expected to launch mid-May.
The second campaign, "Yappari Hawaii (It's Gotta Be Hawaii)" is targeted to Japanese travelers to help invigorate that market. It has already started, and it's already commanding a big viewership.