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Monthly Newsletter 7-7


    Monthly Newsletter	
    Vol. 7   No. 7

Hawaii Week at the US Pavilion at the Shanghai World Expo ended successfully….in Korea, several major
promotions were held to promote Korean Air’s additional flights to Hawaii….artists from Korea and Taiwan
participated in the 1st Na Hoku O Hawaii Music Festival….following are some of the highlights of Hawaii
Tourism Asia’s activities during the past month and opportunities to participate in future activities.

Online promotion celebrating Korean Air’s additional flights to Hawaii
To promote the three additional weekly Korean Air flights between
Seoul and Honolulu starting June 12, Hawaii Tourism Korea
conducted a large-scale online campaign to promote Hawaii to a
larger pool of consumers nationwide, and to strategically target those
consumers who buy both tour packages and airline tickets online.
During the 30 days between June 8 and July 7, Korean Air’s website
features a Hawaii event banner on its main page at which leads to an event page where
participants can obtain general entry information and a list of Hawaii
sweepstakes prizes. A total of 16 Hawaii partners – Hyatt Regency
Waikiki Beach Resort & Spa, Waikiki Beach Marriott Resort & Spa,
Aston Waikiki Beach Hotel, Hawaii Prince Hotel Waikiki, AQUA
Hotels & Resorts, Waikiki Resort Hotel, Trump International Hotel,
Kualoa Ranch, Polynesian Cultural Center, Ala Moana Center, Royal
Hawaiian Center, PF Chang’s Chinese Bistro, Alan Wong’s
Restaurant Honolulu, the Pineapple Room by Alan Wong, Mauna Loa
Macadamia Nut Factory, and Hertz Rent a Car – actively participated
in the promotions by providing prizes to the 130 winners. In
addition to the event, HTK provided sponsorship to Korean Air,
which organized an online event and a Hawaii quiz giveaway for 100
participants to win a free mobile coupon for Starbucks coffee.

In addition, the following three travel trade promotions were executed
in cooperation with Korean Air to promote the additional flights:

<Sales contest > from June 12 for 2 months with 15 major travel agents.
<Hawaii tour advertisements in daily newspapers> placed in co-op with 5 travel agents
<Online advertising campaign> launched with the following 7 major online travel agents:           Online Tour,
Interpark Tour, Tour Express, Nextour, Naeil Tour, Web Tour and Club Rothem during June.

Busan Honeymoon Agent Fam Trip with Delta Airlines (June 11 ~ 17)
Hawaii Tourism Korea successfully hosted a honeymoon agent Fam trip for Busan & Kyeongnam region travel
agents in conjunction with Delta Airlines Busan. A total of 8 travel agents including LAS Tour, one of the
largest wholesalers for Hawaii tours in Busan, participated visiting Maui, Lanai, and Oahu. Hyatt Regency Maui
Resort & Spa, Four Seasons Resorts Lanai, Hilton Hawaiian Village Beach Resort & Spa, and Hyatt Regency
Waikiki Resort & Spa sponsored complimentary accommodations including meals. Maui Visitors Bureau also
supported the tour with lei greetings, meals and a destination presentation. Hotel inspections and complimentary
meals were provided by many other resorts including the Fairmont Kea Lani, Hotel Wailea Maui, Grand Wailea,
the Westin Maui Resort & Spa, Halekulani & Waikiki Parc, Sheraton Waikiki, Royal Hawaiian Hotel, Moana
Surfrider, A Westin Resort & Spa, Pacific Beach Hotel, Waikiki Beach Marriott Resort & Spa, and Aston Waikiki
Beach Hotel. The Pacific Whale Foundation also sponsored island-specific activity programs including
Molokini Eco-Express Snorkeling Tours, and Kualoa Ranch sponsored ATV Tour.

Korean TV covers Na H oku O Hawaii Music Festival featuring Korean
musician Ji-hyung Lee
In order to promote the first Na Hoku O Hawaii Music Festival,
Hawaii Tourism Korea arranged network TV exposure on
EBS, one of four major network TV channels in Korea. HTK
invited a famous Korean musician, Ji-hyung Lee, to appear on an
EBS network TV show filmed in Hawaii and featuring Oahu and
the Big Island along with the Na Hoku O Hawaii Music
Festival. Based on the filming itinerary HTK created, the TV
crew not only filmed festival activity, but also various historical
attractions including Waikiki, Haleiwa Town, the Bishop
Museum, Ka’ala Farms in Waianae, Kalapana Town, and Kona
coffee farms. The crew also filmed a variety of Hawaii activities such as a Waikiki surfing lesson, Kilauea
Volcanoes trekking & helicopter tour, Kealakekua Bay snorkeling tour, and dolphin quest program. Hilton
Hawaiian Village Beach Resort & Spa, Aston Waikiki Beach Hotel and Hilton Waikoloa Village sponsored the
crew with accommodations and meals. Blue Hawaiian Helicopters, Fair wind, All Hawaii Adventure Tours,
Hilo Hawaiian Hotel and Jacks Tours supported the filming by offering discounts on activities. A total of four x
40-minute episodes on Hawaii will be aired at the end of July on EBS TV network’s popular show: ‘Art of
Travel.’ The equivalent ad value will be about $3.2 million.

NYLON Magazine produces 100-page Hawaii Mini Travel Guidebook
Positioning Hawaii as an attractive summer vacation destination for
FIT travelers, Hawaii Tourism Korea successfully coordinated a
major Hawaii special supplement in NYLON magazine.
Targeting Korean travelers in their early 20s ~ late 30s, NYLON, a
monthly fashion magazine with a circulation of 85,000, produced a
100-page Hawaii mini travel guidebook along with a 6-page
Hawaii travel editorial and an 8-page summer editorial in its July
issue.     NYLON’s Hawaii supplement includes in-depth
information on trendy shopping spots, attractions, and Hawaii’s
natural beauty products as well as Korea's famous illustrator,
Youn-Kyoung Oh's illustration artwork on Hawaii. NYLON
coverage was sponsored by Hyatt Regency Waikiki Resort & Spa, which provided complimentary
accommodations including breakfast. Total equivalent advertising value: $546,000.

<Ukulele Picnic> Consumer promotion with ukulele album
To promote Hawaiian culture through the debut of the first Ukulele
album in Korea, Hawaii Tourism Korea supported and organized a
consumer promotion for <Ukulele Picnic> with the album producer,
Luova Factory and Gyobo Hot Tracks, the largest music chain store
in Korea. During the 14 day promotion period, Ukulele Picnic
album purchasers at Gyobo Hot Tracks could participate to win two
Hawaii round-trip tickets and Hawaii giveaways including Kona
coffee and macadamia nut chocolates. Ukulele Picnic is an album
produced with three Ukulele musicians in Korea, Tae-jun Cho,
Byeong-hun Lee, and Gyepi. The album is intended to introduce
the Ukulele to Korea and increase awareness of its beautiful
melodies in Korea. A mini showcase was held to celebrate the
release of the album on June 25, with concerts scheduled for August 6 & 7.

Cosmopolitan Magazine features Maui with famous TV celebrity A-joong
Following the Maui photo shoot with Cosmopolitan and famous TV celebrity A-joong Kim in May, Hawaii
Tourism Korea secured a 10-page fashion article on Maui along with a 2-page editorial feature on the Westin
Maui in the June issue. Under the title, ‘Fly to Hawaii,’ Cosmopolitan, a leading monthly fashion & lifestyle
magazine with a circulation of 80,000 covered the beautiful beaches of Ka’anapali as a backdrop. It also
introduced detailed travel information on the island of Maui including facility information from the Westin Maui

Resort & Spa which sponsored the photo shooting. Total equivalent advertising value: $168,000.

Hawaii Week at Shanghai World Expo 2010 completed
The Hawaii Tourism Authority hosted a series of events on
Hawaii Day at Shanghai World Expo 2010 that included a
press conference, Hawaii Day Opening Ribbon Cutting
Ceremony, one-on-one media interviews for the Governor and
HTA executives, a VIP Luncheon that was attended by 130
high profile guests, as well as the Aloha Night Dinner
Reception that was attended by 120 travel trade and media on
June 8.
Major tour wholesalers and airline decision makers met with
HTA and the Governor, and exchanged ideas on Hawaii
tourism promotion in the Chinese market during the Hawaii
Day events, expressing confidence that the number of Chinese
visitors to Hawaii will increase in 2010 and 2011.
The number of Chinese visitors to Expo reached 350,000 to
450,000 per day during Hawaii Week, including dedicated
visitors who waited 2-3 hours to enter the US Pavilion.
Visitors could see and take pictures of the Guinness World
Record 400-XL Aloha Shirt, which decorated the US Pavilion
Stage. Hawaiian music and entertainment was featured on
both the America Square Stage and USA Pavilion Stage, with
a rotation of Hawaiian images shown on several large
electronic screens as a backdrop. The Hula dance and music
performance by Jeff Peterson and David Mario Montero of
TIHATI Productions, Ltd., attracted the attention of thousands

of Chinese at each performance and provided a true Hawaiian atmosphere in Shanghai.   Some of the media
exposure on “Hawaii Week at Shanghai EXPO” included:

 Shanghai Daily (June 8 & 9): Founded by Wenhui-Xinmin United Press
  Group, Shanghai Daily is a leading English-language newspaper printed by
  the Shanghai Municipal Government. Circulation is 80,000. Hawaii
  entertainers were featured on the cover page of the Expo Daily column on
  June 8. An editorial on the events of Hawaii Day (June 8th) was again
  featured in the paper the next day. Total equivalent advertising value:

 SMG TV News (June 8 & 9): SMG is one of the world’s most powerful
  and influential Chinese-language media and entertainment groups, with
  radio and TV as its core business. SMG was founded in 2001 after merging
  Radio Shanghai, Eastern Radio Shanghai, Shanghai Television, Oriental
  Television Station and Shanghai Cable Television. It broadcasts 258 hours
  of TV and 214 hours of radio on a daily basis. News broadcast by Shanghai
  TV News Channel has been the most authoritative TV news source in
  Shanghai and nearby cities in the East China region. Hawaii Tourism
  China SMG TV to report on the Hawaii Day events on the evening news on June 8, and on the morning news
  on June 9, on both Chinese and English channels. Total equivalent advertising value: $815,500.

 China Tourism News (June 11): Published by the China National
  Tourism Administration, and co-published by the China Tourism
  Association, the publication releases 3 issues per week targeting
  tourism-related companies throughout China, including 100,000 tourism
  professionals. China Tourism News also publicizes instant news through
  its official website ( Circulation is 142,000.
  During Hawaii Week Hawaii Tourism China arranged for the newspaper
  to interview Governor Lingle about promoting Hawaii in China. The
  interview was featured in a significant column in the June 11 edition. Total
  equivalent advertising value: $11,900.

Hawaii participated in the Elite USA Travel Alliance Road Show
Hawaii Tourism China participated in the Elite USA Travel Alliance
(EUTA) Road Show and conducted Hawaii
tourism presentations which focused on
itineraries for high-end travelers that include
5-star hotel accommodations, attractions,
transportation options, Chinese speaking tour
guides, and shopping options.          HTC will
continue to work with EUTA to expand new itineraries to neighboring islands.
HTC conducted Hawaii tourism education presentations to the following
agencies in June:
    •     Shanghai Jin Jiang Tours
    •     Shanghai CYTS Tours
    •     Shanghai Airlines Tours International
    •     Shanghai CITS
    •     Shanghai China Travel Int’l Ltd.


Nan Shan Insurance will send incentive group of 7,500 agents
Taiwan’s Nan Shan Insurance has selected Hawaii as the 2010 destination for a massive incentive trip for 7,500 of
its insurance agents, who will fly to Hawaii in two groups in September and October 2010 on specially chartered
China Airlines flights. HVCB’s CMI Department made their first contact with Nan Shan Insurance 4 years
ago together with Hawaii Tourism Taiwan, which has been providing support Nan Shan to package the incentive
tour, providing information, videos, music, posters, and giveaways during the one-year campaign.

Taiwan’s Hula Halau participated in the Na Hoku O Hawaii Music Festival
Five (5) members of Taiwan’s Lehua Hula Halau joined Hawaii’s Na Hoku O Hawaii Music Festival at the
Hawaii Convention Center from May 27 – 30.


Hong Kong Fortis Insurance Company sends Incentive group to Hawaii
Hong Kong Fortis Insurance chose Hawaii as the destination for its incentive tours. Approximately 200
participants were divided into 3 groups flying to Honolulu on May 14 on Delta and Jalways. They stayed at Hilton
Hawaiian Village Beach Resort & Spa. HVCB provided a welcome banner at Honolulu International Airport
and a gala dinner was held at the USS Missouri.

Upcoming Asia Promotional Opportunities
    a) Service Educational Seminar for Korean Tour guides in Hawaii (July 6 - 8)
    b) Individual Media Visit – Chosun Daily Newspaper (July 1 - 6, Oahu and Kauai)
    c) TV Home Shopping Promotion – Tour 2000 via CJ O Shopping channel (August 21)
    d) Hana Tour Global Challenge Tour – Golf Tournament in Hawaii (October 19 - 23)
    For more information please contact Julia Koo of Hawaii Tourism Korea at

    a) Elite USA Travel Alliance Road Show (June - July)
    b) PRIME and MICE Fam (September 21 - 27)
    c) CITM 2010     November 18 - 21
    For more information please contact David Sun of Hawaii Tourism China at

Taiwan & Other Asia:
    a) Philippine Media Fam Tour – Oahu (August 14 - 17)
    b) PATA Travel Mart 2010 in Macau (September 22 - 25)
    c) Philippine Agent Fam Tour with Hawaiian Airlines (October 2010)
    For more information please contact Jemy See of Hawaii Tourism Taiwan at


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