Message from George D. Szigeti
President & CEO
Hawaii Tourism Authority
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Aloha kakou,
Happy New Year! In the first three weeks of 2018, Hawaii’s spectacular backdrops and beautiful, sunny weather have been a constant presence on TV screens nationwide, thanks to three prominent PGA TOUR golf tournaments.
While much of the country dealt with freezing winter weather, the Sentry Tournament of Champions on Maui, January 4-7; Sony Open in Hawaii on Oahu, January 11-14; and Mitsubishi Electric Championship at Hualalai on the island of Hawaii, January 18-20; showcased the warmth, beauty and aloha of Hawaii.
The Hawaii Tourism Authority partnered with the PGA TOUR in hosting these tournaments knowing their value in creating desire to visit Hawaii.
Early indicators are encouraging. TV viewership for the Sentry Tournament of Champions and Sony Open in Hawaii were excellent throughout both tournaments, with TV ratings for the final round of the Sony Open the highest in a decade. Ratings for the Mitsubishi Electric Championship at Hualalai are also expected to be positive once results are known.
Even better news for Hawaii is that HTA and the PGA TOUR have extended their winning partnership through 2022, thanks to a new four-year contract announced on January 9. A big mahalo
goes to John Monahan and the Hawaii Visitors and Convention Bureau for helping to lead the effort to secure this new agreement on the state's behalf.
Hawaii’s strong relationship with the PGA TOUR exemplifies what HTA is accomplishing with its sports marketing strategy. Sports marketing is a key component to HTA’s overall efforts to promote Hawaii in support of tourism, the state’s leading industry and largest provider of jobs.
HTA’s sports marketing strategy is guided by support from Ascendent Sports Group and directed by our marketing committee, which is chaired by Sean Dee, executive vice president and chief marketing officer of Outrigger Enterprises Group, and an HTA board member. Ascendent is a recognized New York City-based consultancy with an extensive network of contacts in the international sports industry.
Utilizing Ascendent’s expertise, HTA is strengthening its partnerships with global sports brands like the PGA, LPGA, NBA and ESPN, and supporting a variety of premier sports events.
Supporting local sports events that perpetuate Hawaii’s heritage is instrumental to HTA’s sports marketing strategy. We were proud to support the Polynesian Football Hall of Fame Ceremony and Polynesian Bowl this past weekend.
We are also seeking new sports events that add value to Hawaii’s global brand and residents enjoy watching. The upcoming Pacific Rim Cup, set for February 8 and 10, is an ideal example of this, with four men’s professional soccer teams competing at Aloha Stadium over two days of exciting doubleheader matches.
More importantly, however, HTA’s sports marketing strategy assures the public that state funds are being used wisely to sponsor sports events supporting tourism and benefiting the state’s economy.
With Warmest Aloha,
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SAVE THE DATE!
HTA Spring Marketing Update
Wednesday, March 7
8:00 a.m. - 12:00 p.m.
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Mark your calendars! The Hawaii Tourism Authority's Spring Marketing Update presentation to its tourism industry partners will be held from 8 a.m. to noon on Wednesday, March 7, at the Hawaii Convention Center on Oahu. HTA and its Global Marketing Team will share current initiatives and provide an update of 2018 marketing and promotional activities. More details and registration information will be coming soon.
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Hauoli La Hanau, e Lunalilo
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William Charles Lunalilo was Hawaii’s sixth monarch and the first elected by the people. Known as The People’s King, he was born on January 31, 1835, in Honolulu to a high chief and chiefess. When Kamehameha V passed away without naming a successor, the legislature was tasked with appointing the next Kingdom of Hawaii monarch from their ranks. Lunalilo advocated for a public election, which he won with an overwhelming majority.
Lunalilo claimed the throne in January 1873 and his reign was marked by efforts to bring democracy to the kingdom. Sadly, Lunalilo would only rule Hawaii for a year before succumbing to illness at age 39. The People’s King requested to be buried at Kawaiahao Church among his people rather than at the Royal Mausoleum where many other royal family members were buried. His legacy is Lunalilo Home, the first charitable trust established by Hawaiian royalty, which still houses elderly individuals of Hawaiian ancestry.
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Kauai Steel Guitar Festival
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In 1885, Oahu 11-year-old Joseph Kekuku found a loose steel bolt and proceeded to slide it along the strings of his guitar. The sound it made intrigued him, and over the next seven years Kekuku created and mastered the Hawaiian steel guitar. He would go on to become an ambassador of Hawaiian music, with the sound of the steel guitar growing into the soundtrack of Hawaii. In later years, the Hawaiian steel guitar found its way into the blues, jazz, country and rock music genres, becoming a major contributor to American music.
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One of the best places to see and hear players of Hawaiian steel guitar music is the annual Kauai Steel Guitar Festival, this year set for February 2 and 3. In addition to performances by steel guitar masters and next-generation players as young as 9 years old, the festival features workshops and jam sessions where attendees can play along with the masters.
The Hawaii Tourism Authority is proud to support this festival, which is free and open to the public. For more information, visit
www.kauaisteelguitarfestival.com.
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Upcoming
HTA-Supported Events
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OAHU
Feb. 8, 10
Feb. 10-18
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MAUI
Feb. 23
Through Feb. 16
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ISLAND OF HAWAII
Feb. 17-19
Ongoing through June 24
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KAUAI
Feb. 2-3
Feb. 17-25
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Hawaii Camera Girls’ First Camera Workshop and Website Launch
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Hawaii Tourism Japan (HTJ) recently conducted its first Hawaii Camera Girls workshop, where 18 female, amateur, though avid, photographers joined in on a special session and learned various photography tips from the Camera Girls.
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The Hawaii Camera Girls community includes nearly 150 young photographers who share a passion for photography and the Hawaiian Islands. Following the late December workshop, the official Hawaii Camera Girls
website launched on January 15 promoting photography of the island of Hawaii.
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Scoot Inaugural Flight Launch and Hawaii Tourism Japan FAM
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HTJ supported the December 19 launch of air carrier Scoot’s service between Singapore and Honolulu with a stopover in Osaka by implementing a promotional program to drive travel demand from Japan.
HTJ Vice President Mitsue Varley offered a welcome speech at Scoot’s inaugural flight ceremony at Osaka's Kansai International Airport, with HTJ also coordinating a familiarization (FAM) trip on Oahu for six Japan media professionals.
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Once on island, the media group explored Kakaako and Ward Centre, participated in a Segway tour and attended a show at Blue Note Hawaii in Waikiki. The news on Scoot's inaugural flight has generated more than 50 editorial clips nationwide. HTJ continues to nurture its relationship with Scoot and will monitor development of the Kansai market in the months ahead.
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HTUSA’s Meet Hawaii Team Gives Back in Chicago
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Prior to attending the Association Forum’s Holiday Showcase 2017 event in Chicago, Illinois, Hawaii Tourism United States (HTUSA) led its annual Share Aloha blitz in the city and its surrounding suburbs. Planners and Hawaii industry partners were thrilled to support a veterans hospital in the Windy City and its homeless veterans division with donated items they had collected. In addition, the four Hawaii partners participating in the blitz met with top planners, courtesy of HTUSA’s Meet Hawaii team.
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The 20 planners and eight partners in attendance enjoyed the Holiday Showcase and an exclusive client dinner. To date, two potential single-property leads and one site inspection trip have been produced as a result of the blitz.
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The Hawaiian Islands Shine at Classic Vacations' E3 Event
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Classic Vacations conducted its inaugural E3 (Elite Educational Experience) Event, from November 30 to December 2, at the Alohilani Resort Waikiki Beach. The 46 agents in attendance were hand-selected by the Classic Vacations sales team based on their current and potential sales of travel to Hawaii.
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The event included a destination presentation by HTUSA, one-on-one appointments, a panel discussion featuring a HTUSA representative, general sessions, keynote speeches and evening networking events.
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Shape.com
Features Honolulu for Active Travelers
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United States journalist Karla Bruning relived the experiences of her 2015 HTUSA-sponsored trip in the feature “Active Things to Do In Honolulu All Year Round” for
Shape.com, which was scheduled for publication to coincide with the Honolulu Marathon.
In addition to covering the marathon, Bruning’s feature lists other Hawaii competitive sports events open for visitors to participate in or attend as spectators. The article also included activities ideal for visitors hoping to enjoy an active vacation, such as surfing, yoga, spa treatments and more.
Shape.com draws more than 3.5 million unique visitors per month.
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Hawaii Tourism Canada Hosts Key Journalist on Maui
In December, Hawaii Tourism Canada hosted Canadian journalist Mhairri Woodhall and her family for a memorable stay on Maui, orchestrated by the Maui Visitors and Convention Bureau. As a result of the trip, upcoming features from Woodhall are set for publication in the
Calgary Herald and in-flight publication
WestJet Magazine.
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Hawaii Tourism Korea and Korean Air Conduct Joint Hawaii Sweepstakes
Hawaii Tourism Korea (HTK) and Korean legacy carrier Korean Air successfully executed a joint online sweepstakes event between November 15 and December 22, celebrating the airline's increased service of two daily flights to Hawaii and highlighting Oahu as an ideal edu-tourism destination.
The promotion showcased Hawaii’s cultural heritage and places on Oahu where visitors could gain knowledge of the islands, including the Bernice Pauahi Bishop Museum, Iolani Palace, Polynesian Cultural Center, Battleship Missouri Memorial and Honolulu Museum of Art.
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The sweepstakes drew 3,493 participants and was advertised through Korean Air’s official system, reaching more than 200,000 of its SKYPASS frequent flyer members. The promotion was also publicized on the airline’s official social media channels, including Facebook, Twitter, Google Plus and Naver blog.
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Korean Celebrity Photo Shoot Held on Oahu
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HTK invited popular celebrity couple Taeyang of Korean boy band Big Bang and actress Min Hyo-rin to Hawaii for a wedding photo shoot and video filming from January 4 to 7. The initiative was part of a K-pop promotion with YG Entertainment and Korea-based fashion magazine
DAZED.
The shoot’s resulting Hawaii photo book will total at least 100 pages and feature multiple Oahu landscapes. More than 30,000 copies of the book will be published on the couple’s wedding day in February. HTK will be featured in the photo book and video as a sponsorship partner. The project is expected to generate more than $900,000 in public relations value.
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Jumanji
Movie Premiere with Sony Pictures and Hawaiian Airlines
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To celebrate the release of the action-adventure comedy
Jumanji: Welcome to the Jungle, HTK conducted a co-promotion and contest with movie distributor Sony Pictures titled #AlohaEverywhere, which generated online and offline media exposure for the Hawaiian Islands.
HTK hosted a movie premiere on December 28 for 2,000 invitees, encouraging them to post reviews of the film on their social media accounts and include designated hashtags. HTK and Sony Pictures will select contest prize winners based on who composed the best reviews of the film.
In addition, HTK launched a consumer event on social media in collaboration with Hawaiian Airlines, which sponsored flights as a prize giveaway. The event promoted Hawaii destination highlights featured in the film.
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Taiwanese Celebrity Candy Wang Visits Oahu and Maui
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Hawaii Tourism Taiwan celebrity ambassador Candy Wang traveled to Hawaii in December, visiting Oahu with her father to run in the 2017 Honolulu Marathon, which was his first marathon race. After crossing the finish line, Wang shared photos and stories of their experience with fans on her social media, earning significant impressions and reach.
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Wang next made her first visit to Maui where, supported by the Maui Visitors and Convention Bureau, she experienced a variety of outdoor activities, including bicycling down Haleakala in Haleakala National Park, whale watching and free diving. Wang’s journeys through both islands were also shared on her social profiles.
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APSIPA Annual Summit and Conference in Kuala Lumpur
Names Hawaii for 2018 Event
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The 9th annual Asia-Pacific Signal and Information Processing Association (APSIPA) convention was held in Kuala Lumpur from December 12 to 15. At the convention’s gala dinner on December 14, University of Hawaii at Manoa Electrical Engineering Professor Anthony Kuh gave a brief video presentation of the Hawaiian Islands to announce Hawaii as the location for the 2018 APSIPA Convention.
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Crowd sentiment and overall response to the announcement was encouraging, with many attendees excited to learn more about Hawaii. APSIPA is a nonprofit organization covering research of all aspects of signals and information, including processing, recognition, classification, communications, networking, computing, system design, security, implementation and technology, with applications to scientific, engineering, health and social areas.
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Meeting with Key Media in Singapore
In December, HTA Director of Hawaiian Cultural Affairs Kalani Kaanaana traveled to Singapore to attend an event celebrating air carrier Scoot’s launch of its new service to Honolulu. While Kalani was in-market, Hawaii Tourism Southeast Asia arranged interviews with him and writers from the carrier’s inflight magazine
Scoot and trade publication
Travel Weekly Asia, in which he shared his expertise on Hawaiian culture and the visitor experience.
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Shape Girl Fitness Championship Showcases Hawaii in China
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Hawaii Tourism China (HTC) partnered with Hawaiian Airlines to present the Shape Girl Fitness Championship on December 10. Highlights of the event included a hula performance, video presentation of Hawaii, Shape Girl travel packages and a photo booth for attendees.
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In addition to the event, which introduced more than 500 fitness enthusiasts to Hawaii and its culture, the championship event was broadcast live to over 10 million viewers on Chinese broadcast platform Yizhibo.com, and topped Chinese micro-blogging website Sina Weibo’s Top 10 Trending Topics list. More than 20 digital outlets featured the event.
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Hawaii Showcased at Chengdu Shuangliu International Airport
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HTC and Air China recently shared an introduction to the Hawaiian Islands with passengers in the VIP Lounge of Chengdu Shuangliu International Airport.
The showcase, which was presented to more than 2,000 passengers, highlighted the beauty of the Hawaiian Islands through video presentations, photos and brochures.
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Hong Kong Runner Wong Ho-Chung Blazes Through
XTERRA Trail Run World Championship
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Hawaii Tourism Hong Kong (HTHK) supported Hong Kong-based leading trail runner Wong Ho-Chung and a crew from Asia Trail Magazine in the XTERRA Trail Run World Championship. The 21-kilometer race, held on December 3 at Kualoa Ranch on Oahu, attracted more than 1,230 athletes from around the world.
Wong completed the course in one hour and 32 minutes, close to the timed finishes of some of the world's top cross country runners – including Joseph Gray (USA) and Sage Canaday (USA) – and placing him second runner-up in his age category. Wong also ranked eighth overall in the race and was the only Asian contestant in the Top 10 finishers.
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Wong’s achievement was featured in Hong Kong’s leading English-language newspaper
South China Morning Post and on the social media channels of
The North Face Adventure.
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Hawaii Tourism Hong Kong and JAL Satellite Travel Co-Host VIP Lunch
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On November 4, HTHK and JAL Satellite Travel organized a meeting for 30 VIP Japan Airlines customers. Poon Wai Nang, travel columnist of the Hong Kong newspaper
Skypost, and Huey Pang, an astronomy photography tutor with Nikon, shared their Hawaii travel experiences with the group. A prize drawing awarded winners cash coupons for a JAL Satellite Hawaii package. Lunch attendees were also treated to scenic imagery of Hawaii imagery and Kona coffee.
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Hawaii Tourism Europe Hosts Private Screening of
Jumanji: Welcome to the Jungle
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Hawaii Tourism Europe (HTE) recently hosted a private screening of the new action-adventure comedy
Jumanji: Welcome to the Jungle in London as a networking event for trade and media.
Targeted top-tier product managers and travel media editors were invited to attend the event, whose goal was showcasing the many Hawaii locations in the film. HTE worked with Odeon Cinemas to secure the screening venue, food and refreshments, as well as incorporate their branding with Hawaii collateral.
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HTE Hosts Multi-Island FAM Trip for Luxury Tour Operators
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HTE worked with the Oahu Visitors Bureau and Maui Visitors and Convention Bureau to host six product managers from luxury tour operators based in Germany and Switzerland on a familiarization trip, from December 2 through 8.
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HTE collaborated with United Airlines to bring the group to Hawaii, and with on-island industry partners who helped provide memorable experiences on each island. The program also offered attendees substantial product knowledge about Hawaii.
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Wholesaler Consumer Cooperative Campaign
Launched with Nautil/Oovatu
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HTE implemented a cooperative campaign in France with Nautil/Oovatu, a high-end island specialist, tour operator and travel agency that recently launched Hawaii products.
In support of the new Hawaii products, Nautil sent a newsletter to its customer database and a Google AdWords campaign launched on January 15.
The activities complete a global campaign that included an individual press trip for
Le Point news magazine at the end of last year.
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Hawaii Tourism Oceania and Expedia Launch
Campaign to Stimulate Travel Demand
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In conjunction with Expedia, Hawaii Tourism Oceania launched a cooperative campaign in Australia and New Zealand on December 26. The campaign, which will run through February 1, is designed to drive more bookings to Hawaii, with a focus on the islands served by Hawaiian Airlines. Attractive airfare pricing and packages geared to stimulate travel demand in January, the Oceania market’s peak booking period, support the campaign.
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Keep in touch with HTA via social media:
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HTA recognizes the use of the 'okina ['] or glottal stop, one of the eight consonants of the (modern) Hawaiian language; and the kahakō [ā] or macron (e.g., in place names of Hawai'i such as Lāna'i). However, HTA respects the individual use of these markings for names of organizations and businesses. Due to technological limitations, this current communication may not include all Hawaiian diacritical markings.
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