The Hawaii Tourism Authority is launching a new targeted campaign as part of its global marketing and visitor education efforts to reinvigorate responsible travel demand to the Hawaiian Islands from key markets around the world. did.
“We are becoming more proactive with our messaging strategy with exciting campaigns that highlight Hawaii’s people, culture and experiences like no other in the world,” said HTA Board Chair Mufi Haneman. said. “In a highly competitive global market, we need to ensure that the Hawaiian Islands remain at the top of the list for travelers, especially as we move into the summer and fall.”
“The people. The place. The Hawaiian Islands.” Uplifts Hawaii’s musicians, lei makers, chefs, farmers, culturalists, fashion designers and other sectors dependent on a vibrant tourist industry. Some of the people appearing in the campaign in the coming months include Chef Kyle Kawakami of Maui His Fresh His Street. Meleana Estes, creative director and author of “Lei Aloha.” Kainani Kahaunaere, musician and educator. Along with others.
“The People. The Place. The Hawaiian Islands.” This campaign is aimed at Hawaiians who care about the environment, are mindful of safety measures, are interested in learning about the culture of the places they visit, and want to protect the islands’ natural resources. Targeted at travelers. The campaign will initially be rolled out in the continental United States through an integrated marketing effort leveraging acquired digital, social media and travel industry education.
While the campaign will focus on supporting Maui, it will also build each island’s brand and will be leveraged by Tourism Hawai’i’s global marketing teams in each market and Hawai’i partners around the world.
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“The People. The Place. The Hawaiian Islands.” It is scheduled to be released in mid-May.
In Japan, the “Beautiful Hawaii” and “Yappari Hawai” campaigns are already underway, integrating digital and television advertising, social media, earned media, partnerships and trade education. Promote reservations.
Beautiful Hawaii shares the unique features and important experiences of the Hawaiian Islands, inspires Japanese travelers to come back, and emphasizes the idea that travel can make the world beautiful.
“Yappari Hawaii” has generated more than 61 million impressions to date on taxi and bus signs, social media, and digital banners on Yahoo!. Japan and Google. In addition, HTJ has attracted participation from 22 industry partners who will be offering special offers as part of the campaign.
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“Redeveloping high-spending international markets, including Japan, is key to balancing visitor numbers across the state,” said HTA Interim President and CEO Daniel Nahopii. ” he said. “This campaign promotes regenerative tourism by encouraging visitors to support local businesses and enjoy the variety of experiences they have access to, while reinforcing the Hawaiian Islands brand and travelers’ perceptions of Hawaii.” These campaigns are based on the concept of educating visitors about their care for Hawaii, and that continues to be at the core of our efforts.”
Industry-standard research by SMARInsights commissioned by HTA shows that for every $1 spent on strategic paid campaigns in the US and Japan in 2023, visitor spend will be $399 and state tax collections will be $31 It happened.
The development and rollout of the new campaign is being managed through HTA’s global marketing team, Hawaii Tourism Authority USA and Hawaii Tourism Authority Japan.
The new campaign marks an evolution in visitor education messaging focused on sharing the stories of Hawaii’s people, culture and customs. With 2019’s “Hawai’i Rooted,” HTA and its global marketing team educate visitors before they arrive, and the “Kuleana” travel tips video series teaches island travelers how to visit safely and responsibly. I educated.
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In 2021, in response to the global pandemic, Malama Hawaii was launched to encourage visitors to participate in caring for the island and community.
After wildfires broke out on Maui in August 2023, “Malama Maui” encouraged travelers to return with respect and compassion. Support residents who are ready to return to work by assuring visitors that Maui is ready to welcome them so that tourism can best support post-wildfire recovery To do this, we launched “Makaukau Maui.”
