KOREA: Media coverage on Hawai i in Korea. Monthly Newsletter Vol. 10 No. 2

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1 Monthly Newsletter Vol. 10 No. 2 Aloha!! More excellent news from the Asia markets to kick off the New Year, with the announcement by China Airlines that they are preparing to launch direct non-stop Taipei-Honolulu flights twice weekly before summer to echo the new Hawaiian Airlines flight being launched on the same route in July. We have received over 80 applications from Hawai i partners for the Asia Workshop during the Asia Super Fam, which is scheduled for February 26. We are still accepting applications for the Annual Asia Travel Mission to Korea, China and Taiwan, which is scheduled from May Following are just some of the highlights of Hawai i Tourism Asia s activities during the past month and your opportunities to participate in some of our future marketing programs in Asia. Mahalo! KOREA: Media coverage on Hawai i in Korea Living TV, Travel Diary in Hawai i (January 10 & 21): Living TV, a cable network specializing in travel and leisure, produced two 25-minute episodes of Travel Diary in Hawai i featuring Waikīkī Beach, shopping centers, transportation options, restaurants, and activities on O ahu as well as attractions on Kaua i such as Wailua falls, Poipu Beach, Waimea Canyon etc. Total equivalent advertising value: $2.1 million. Morning Calm <Hawaiian Recipe, Preoccupied with Poke> (January): Morning Calm, the in-flight magazine from Korean Air, generated 6 exclusive pages on Hawaiian cuisine, with a specific spotlight on Poke. Entitled Preoccupied with Poke, the article features the diverse types of dishes that Poke can be made into. Total equivalent advertising value: $84,000. 1

2 New Air route by Korean Air from Busan to Honolulu via Narita Korean Air has decided to launch a new Incheon-Narita-Honolulu route from March 31, Hawai i Tourism Korea is negotiating with Korean Air to implement aggressive promotions such as a sales incentive promotion and giveaway promotion to boost load factors on the flight, specifically targeting the Busan/Youngnam region. The schedule of the Busan/Youngnam service is as follows: KE713 KE001 KE002 KE714 PUS NRT NRT HNL HNL NRT NRT PUS Depart Arrive Depart Arrive Depart Arrive Depart Arrive 16:20 18:30 21:20 09:30 11:10 15:20 19:30 21:45 Promotions by Hana Tour Hana Tour (Honeymoon Promotion): to stimulate the honeymoon market as well as Hawai i s neighbor islands in Korea, Hana Tour is planning to conduct a major Neighbor Islands honeymoon promotion targeting Korean honeymooners traveling between April and September. Korean Honeymoon couples who purchase the new Hawai i honeymoon tour packages through Hana Tour in cooperation with Hawai i Tourism Korea will receive a shopping gift card per couple as a special giveaway. As part of Hana Tour s Hawai i honeymoon promotion, Hana Tour have been focusing on selling during the DUO wedding exhibition, one of the major wedding exhibitions held in January. Hana Tour has also developed a special event page on their website to promote Hawai i as the top honeymoon destination. Hana Tour (Package Tour Promotion): Hana Tour will conduct a major TV Home Shopping promotion on February 24 to boost Hawai i sales during the shoulder period. The cost of the new O ahu packages starts from $1,500 per person a 3 night/5 day and 4 night/6 days on Asiana Airlines. Hana Tour is targeting 1,500 calls during the 70-minute broadcast on CJ O Shopping channel. Hawai i Tourism Korea is supporting a part of the advertising costs and will monitor the conversion rate to actual visits to Hawai i after the TV Shopping Campaign. CHINA: Launch of China Eastern Airlines third weekly direct flight from Shanghai to Honolulu Hawai i Tourism China has worked closely with China Eastern Airlines on the launch of its third weekly direct flight out of Shanghai to Honolulu starting December 30, The third weekly flight is another milestone in the airline s steadily increasing frequency of services between China and Hawai i in the past year. China Eastern 2

3 Airlines has achieved its highest profit of any route from the Honolulu flight, surpassing its other two U.S. routes to Los Angeles and New York City. The financial returns from the 2012 summer peak season encouraged China Eastern to launch the third weekly flight, and HTC continues to work for further flight increases in HTC is also now working with China Eastern Airlines and three key wholesalers to secure seven additional charter flights for the coming Chinese New Year (February 6-16). The additional flights will make it a daily service from Shanghai to Honolulu during the Chinese New Year period, creating an additional 1,600 seats in February. As well as encouraging key travel wholesalers to block seats on the Hawai i flights to sustain load factors, China Eastern Airlines has worked closely with its subsidiary travel agency Shanghai Airline Tours to place major Hawai i advertisements on its official website to recruit Chinese bookings via online sales. New Chinese language Travel Trade website Hawai i Tourism China has just launched a new Chinese language travel trade site to educate Chinese travel trade professionals on Hawai i as a world-class destination. HTC placed a series of advertisements in Travel Link Daily, the leading online newsletter and website for tourism professionals in China, to promote the site which has been made accessible since the end of Chinese travel agents can create an account and take a Hawai i destination training course to develop their professional knowledge about Hawai i. After passing the test, a Hawai i Destination Specialist certificate is awarded. To support the travel trade site and make it attractive, HTC prepared different prizes for travel agents who achieve a high score including the chance to win a trip to Hawai i for agents who successfully recruit groups to Hawai i in the short term. 3

4 Chinese Magazines visited Kaua i and O ahu (December 2012) Hawai i Tourism China organized a media fam with the support of Kaua i Visitor Bureau and other Hawai i partners in December Participating media included Modern Bride Magazine and Travel+ magazine, which visited major attractions and resort areas, and experienced various wedding, romance, and honeymoon themed activities on Kaua i. They also visited attractions and shopping venues on O ahu. Both magazines will follow-up with Hawai i stories in the coming month. Media coverage on Hawai i in China Golf Digest: as one of the leading golf magazines in China, most content in Golf Digest is sourced from its English edition and supplemented with local, trendy lifestyle tips, and popular destination advice. Circulation is 400,000 avid golfers throughout China. This issue featured a 3-page story about golfing at Kapalua, Maui. The same issue also introduced a Chinese businessman who purchased several golf courses in the U.S. to promote golf tourism from China. Among the golf courses he purchased, seven are in Hawai i. Total equivalent advertising value: $264,000. Modern Bride (November): this is a leading bridal magazine with content about wedding fashion, beauty, jewelry, accessories, relationships and, honeymoon travel. The magazine is distributed extensively in all key China markets with a huge circulation of 605,000 high-spend brides and honeymooners. This issue featured Hawai i as a world-class honeymoon destination, introducing Lāna i, Kaua i and Moloka i as romantic destinations. Total equivalent advertising value: $709,200. 4

5 TAIWAN: Media coverage on China Airlines Charter flights to Hawai i during Chinese New Year Travel Trend News (TTN) Magazine: TTN is one of the largest travel trade magazines in Taiwan. Published weekly with a circulation of 35,000, it also sends out 50,000 e-newsletters three times a week. The latest issue featured China Airlines charter flights to Hawai i during Chinese New Year 2013, and Korean Air s Hawai i FIT packages. Total equivalent advertising value: $60,200. Travelrich Magazine: Travelrich is another major travel trade magazine in Taiwan, with a weekly circulation of 20,000 travel trade nationwide. The most recent issues reported on China Airlines charter flights to Hawai i on February 5 and 10, with details of the new Love Me Again in Hawai i' packages being promoted by key agents, and Korean Air s new Q class ticket to all U.S. destinations. Total equivalent advertising value: $18,600. 5

6 Upcoming Asia Promotional Opportunities Asia-wide: a) The 4th Asia Travel Mission (May 21 ~ 31) Hawai i Tourism Asia is organizing its annual Travel Mission to Korea and China with an option to Taiwan this year. Please contact Hawai i Tourism Korea at jkoo@aviareps.com to register your participation. Korea: a) MBC TV Show Infinite Challenge (early March, O ahu & Hawai i Island) b) 2013 Hawai i Asia Travel Mission (May 21-24: Korea / May 26-29: China / May 29-31: Taiwan) For more information please contact Julia Koo of Hawai i Tourism Korea at jkoo@aviareps.com China: a) Guangzhou International Tourism Forum (March 6-9, Guangzhou) b) China 2013 Golf Show (March 22-24, Beijing) c) China Outbound Travel & Tourism Market (Visit only, April 9-11, Beijing) d) Incentive Travel & Conventions Meetings IT & CM (Visit only, April 17-19, Shanghai) e) 2013 Hawai i Asia Travel Mission (May 21-24: Korea / May 26-29: China / May 29-31: Taiwan) For more information please contact David Sun of Hawai i Tourism China at dsun@aviareps.com Taiwan & Other Asia: a) Taichung International Travel Fair: April b) Kaohsiung International Travel Fair: May c) Taiwan Tourism Exposition (May 24 ~ 27) d) 2013 Hawai i Asia Travel Mission (May 21-24: Korea / May 26-29: China / May 29-31: Taiwan) For more information please contact Jemy See of Hawai i Tourism Taiwan at jsee@aviareps.com 6