Post on 08-Jul-2020
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