VIEWS: 6 PAGES: 7 POSTED ON: 8/17/2010
Monthly Newsletter Vol. 7 No. 7 Aloha! 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. Mahalo! KOREA: 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 http://kr.koreanair.com 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: 1 <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. 2 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 Kim 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 3 Resort & Spa which sponsored the photo shooting. Total equivalent advertising value: $168,000. CHINA: 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 4 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: $12,800. 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 (http://www.ctnews.com.cn). 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. 5 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. TAIWAN: 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. 6 HONG KONG: 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 Korea: 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 email@example.com China: 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 firstname.lastname@example.org 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 email@example.com 7
"Monthly Newsletter 7-7"