Hawaii Tourism Authority Launches New Campaign to Increase Travel
Lahaina Harbor, Maui, Hawaii.
The Hawai’i Tourism Authority (HTA) launched an all-new group of diverse targeted campaigns to revitalize demand for travel to the Hawaiian islands.
The goal is to expand Hawaiian tourism to all new demographics, educate and place a spotlight on Hawaiian culture, and protect Hawaii’s natural resources.
Diverse Campaigns for the U.S. and Japanese Markets
Among the new campaigns is “The People. The Place. The Hawaiian Islands,” which is aimed towards an environmentally and culturally conscious demographic and is planned to see a mid-May release date in the U.S.
The campaign is speculated to benefit several sectors, which will include musicians, lei makers, chefs, farmers, culturalists, and fashion designers, among numerous other sectors, thereby contributing to the local community.
“The People. The Place. The Hawaiian Islands” is also planned to feature several local Hawaiian spokespeople, including Chef Kyle Kawakami of Maui Fresh Streatery; Meleana Estes the Creative Director and Author of Lei Aloha; and Kainani Kahaunaele, a Musician and Educator.
“We are being more assertive in our messaging strategy with inspiring campaigns that spotlight Hawai’i’s people, culture and experiences unlike anywhere else in the world,” HTA board chair Mufi Hannemann said. “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.”
Another group of campaigns by HTA that saw a launch window around this time are the “Beautiful Hawai’i” and “Yappari Hawai’i” campaigns for the Japanese market, which are currently underway.
The two campaigns focus on travel, making the world beautiful, and sharing the experiences and characteristics of the Hawaiian Islands that make so many visitors want to return.
So far, the campaigns have been extremely successful, with their mixed marketing approach attracting over 61 million impressions. According to HTA-commissioned research, every dollar spent on the strategic placement of campaigns in the U.S. and Japan resulted in $399 of visitor spending.
“Redeveloping our higher-spending international markets, including Japan, is key to balancing our visitor mix throughout the state,” HTA’s interim president and CEO, Daniel Nāho’opi’i, said. “The campaigns promote regenerative tourism by encouraging visitors to support our local businesses and enjoy a range of experiences that are accessible to them while strengthening The Hawaiian Islands’ brand and travelers’ perceptions about Hawai’i. These campaigns build upon the concept of educating visitors to mālama — care for Hawai’i — which remains at the core of our efforts.”