SPRING TOURISM UPDATE

March 6, 2019

BEFORE

July, 2018

3

Before

July, 2018

4

After

July, 2018

5

BRANDING

High-ValueVisitor

Industry Collaboration

CommunityEnrichment

HawaiianCulture

HTA MARKETING = BRANDING

July, 2018

6

BRANDING

Major Markets

Community Enrichment(Sports events

and key festivals)

GlobalMarketingStrategy

MCI and Hawai‘iConvention

Center (HCC)

Communications

MAJOR MARKETS

July, 2018

7

LACI GOSHI

USA, Canadaand Europe

JADIE GOO

China/Hong Kong, Taiwan

andSoutheast Asia

CHRISSADAYASUOceania

(and SportsAdministration)

TBDJapan and

Korea

MARKET MANAGER ROLE=

CONTRACTOR MANAGEMENT

July, 2018

8

STRATEGY

9July, 2018

Brand strength

Long runway…

10July, 2018

IT’S RFP TIME!RFP

• Efficiency

• Effectiveness

• Expertise

11July, 2018

STEERING COMMITTEE

• Industry

• Market

• Marketing

STEERING COMMITTEE

12July, 2018

RFP

• Spend vs. Arrivals

• Visitor Satisfaction

• Resident Sentiment

MEASURES OF SUCCESS

COMMUNITY ENRICHMENTEvents (Sports and Festivals)

July, 2018

13

STRATEGYRFP

• Vet

• Activate

• Measure

14July, 2018

STRATEGYRFP

Vet

• Global Marketing Team

• Island representation

• Category Expertise

15July, 2018

STRATEGYRFP

HTA pillars…..

• Community engagement and impact

• Brand alignment

• Target audience value

• Activation

16July, 2018

STRATEGYRFP

Activate

• Work plan for all

HLTA (community)

Global Marketing Team

Island Chapters

17July, 2018

STRATEGYRFP

Measure

• Multiple private/public sector

partners

18July, 2018

MCI VALUE FIX

Good Group Year – Good Year!!!

July, 2018 19

HAWAI‘I CONVENTION CENTER

July, 2018

20

RFP

• Industry engagement

• Collaboration on sales process

21July, 2018

CITYWIDE STRATEGY

22July, 2018

MARKETING PLATFORMS

CANADA

UNITEDSTATES

CHINA

EUROPE

OCEANIA

JAPAN

SOUTHEASTASIA

KOREA

TAIWANHONG KONG

GLOBAL MARKETING PLATFORMS

1. How do we manage brand messaging globally?

2. How do we manage digital platforms globally?

3. What is the purpose of each platform?4. Who should lead?5. How should we measure?

July, 2018

23

24July, 2018

COMMUNICATIONS

It’s all about our community!!

MAHALO!!!!

25July, 2018