home - hawaii tourism authority...jul 27, 2018 · recovery plan july 26, 2018....
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Island of Hawai‘iRecovery PlanJuly 26, 2018
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#ExploreIslandofHawaiiPhase I - Campaign Results To Date
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#ExploreIslandofHawaii Social Media Campaign
• Timing: June – August
• Results to-date (up to July 12)
• 7,218,904 Impressions
• 179,607 Video Views
• 750 Shares
• 349 Comments
• 11 Partner Posts Boosted
• 36 Partners Participating
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#ExploreIslandofHawaii Social Media Campaign
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HTA/HTUSA/IHVB News Bureau
• Media interviews to date = 46
• In-bound media relations = 63
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HTA/HTUSA/IHVB News Bureau
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HTA/HTUSA/IHVB News Bureau
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HTA/HTUSA/IHVB News Bureau
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Satellite Media Tour
SMT Results
• Total number of TV and radio stations = 31
• Total broadcast audience to-date = 12.3 million
• Created VNR package and shared with GMTs
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HTA/HTUSA/IHVB News BureauTurned accurate information into opportunities
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Photo Shoot – August
• Supplement partner-provided #ExploreIslandofHawaiicontent
• In collaboration with partners island-wide
• Highlight multitude of activities, locations, unique culture, and cuisine that demonstrate a beautiful and safe environment
Sample Images
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Island of Hawai‘i Recovery PlanPhase II Strategies and Tactics
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Strategies
Market Insights
•Industry partners indicate booking pace has dramatically slowed
•Utilize national consumer research to inform messaging
Messaging
•Move existing consumer perception from:
•“It’s not the right time to visit…”
•“Now just may be the best time ever to visit…”
Target Audience
•Avid Travelers, media, and sales distribution channel
•Four month paid media flight
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Tactics
Content Development
Earned MediaConsumer Advertising
Travel Agent/Sales
ChannelMCI
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Content Development
• Develop a library of spectacular lava video and stills
• License additional stills and footage
• Still and video photo shoot from air, land, ocean with talent
Sample Images
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Earned Media (Public Relations)
Phase I (cont.)
• Continue to counter misrepresentations, misperceptions
• Create island-wide newsworthy story angles to gain earned media
Phase II
• Media tour – (tbd satellite/desk-side)
• Invite key media for press trips
• Coordinate with on-island partners
• Expand community engagement
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Consumer Advertising
• Influencer Marketing• Social influencer visits to Hawai‘i Island
• Coordinate with industry partners
• Boost influencer posts for additional reach
• Hawai‘i Rooted Integration• Additional long-format story-based video
• Digital Native Campaign• Develop video campaign with Great Big Story
• Social Media• Develop additional social assets
• Paid Media Campaign (digital, social)
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Travel Agent/Sales Channel Communications
Phase I & II
•Leverage consumer communications as content to this channel
Phase II
•Develop incremental cooperative sales/marketing programs
Continue frequent cadence of sharing information with both the sales channeland lodging, airline, and activity partners
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MCI Initiatives
Phase I & II
• Continue to update consistent talking points for HTUSA team and industry partner sales teams
Phase II
• Coordinate a Market Blitz with senior industry partners (consider including government officials) to meet with target customers
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Budget
Phase II & III
Content Development $100,000
Earned Media $100,000
Consumer Advertising $700,000
Travel Agent / Sales Channel $250,000
MCI $50,000
Total: $1,200,000
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Mahalo!
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