KOREA: Korean Air Hawaiian Cocktail Airtel Launched. Monthly Newsletter Vol. 8 No. 12

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1 Monthly Newsletter Vol. 8 No. 12 Aloha & Mele Kalikimaka!! All of our staff at Hawaii Tourism Asia (Korea, China, Taiwan) would like to express our sincere appreciation to each of you for your tremendous support during this year and very much looking forward to working even more closely with you all in 2012! 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. Mahalo! KOREA: Korean Air Hawaiian Cocktail Airtel Launched (November 1 ~ December 28) To boost visibility for Hawai i during the shoulder period specifically targeting FIT travelers, Hawai i Tourism Korea launched new Hawaiian Cocktail Airtel packages in partnership with Korean Air and 5 key travel agents Hana Tour, Mode Tour, Hanjin Travel, Interpark Tour, and Naeil Tour. The Hawaiian Cocktail Airtel packages include airfare and accommodations with attractive optional tour deals under 5 different travel themes; 1) Lava Flow romance, 2) Mai Tai spa and shopping, 3) Blue Hawai i water activities, 4) Koko Head nature, and 5) Royal Pine culture. These new tour packages are sold through the 5 major Korean agents, and individual Korean travelers can select optional tours in addition to the airtel package based on their travel interest. Hertz Rent-a-Car is offering special rates for those who book the cocktail airtel package during the promotional period. To generate consumer attention and drive sales throughout Korea, HTK organized a large-scale online advertising campaign in conjunction with the launch of the new airtel packages. By creating flash banners promoting the packages, HTK conducted a banner ad campaign on Korea s most popular search engines and on national TV network websites such as Naver, Nate, and KBS. Koreans can click 5 optional tour images of their choice and create a cocktail airtel package with their own travel recipe. Of those who post about the promotion to their personal SNS sites (blogs, Facebook and Twitter) and post the URL, a total of 1,003 Korean winners will be selected and receive a prize ranging from a free 4-night stay on O ahu, to digital cameras and Starbucks coupons. The campaign page also includes a list of participating agents, and Korean netizens can simply click on each agent link to directly book the airtel packages on-line. 1

2 MBC TV <Friday Wide> features Kona Coffee Cultural Festival (November 9 ~ 13) Hawai i Tourism Korea hosted national TV network MBC s prime-time program Friday Wide at the 41 st Kona Coffee Cultural Festival on Hawai i, the Big Island. HTK coordinated and developed the filming itinerary which featured various festival activities including the Whole Cup and UCC Hawai i Kona Coffee Cupping Competition, Cultural Festival Parade, Market Day & Cultural Events, and the Kona coffee farm tour. In addition to the Festival events, HTK arranged for the program to interview several local figures such as Hula soloist Michelle Kaulu Amaral and the President of Greenwell Kona Coffee Farm, Tom Greenwell. The crew also filmed various activities and tourist attractions available on the Big Island such as Hawai i National Volcanoes Park, Dolphin Quest, Island Breeze Luau, and the snorkeling tour at Keauhou Bay. The extensive Hawai i coverage will include two separate 13-minute network TV episodes in prime time on November 25 and December 2. Hawaiian Airlines exclusively supported the TV program with complimentary airline tickets including inter-island fare. Sheraton Keauhou Bay Resort, Hilton Waikoloa Village, King Kamehameha s Kona Beach Hotel, Hualalai Resort, and Kona Boys provided sponsorships for the project. Total equivalent advertising value: $533,000. Asiana Airlines Advertising Campaign in support of new regular flights (November 21 ~ 27) To celebrate Asiana Airlines regular flight service between Incheon and Honolulu starting December 8, Asiana Airlines launched its second round of Hawai i advertising. This time, the message included, Fly with Asiana Airlines to extend your once-in-a-lifetime experience in Hawai i Regular Flight Service Starting December 8. Asiana conducted advertisement placements in 15 major weekly newsmagazines and economic daily newspapers, which secured a total equivalent advertising value of $210,000. 2

3 CHINA: APEC Delivers Huge Positive Exposure on Hawai i Tourism in China CCTV, the most powerful TV network in China, with over a billion viewers, featured the Hawai i tourism industry and its links with the booming China outbound travel market during its coverage of the whole week of high profile APEC meetings in November. The Hawai i tourism-related program was broadcast repeatedly and was further available for online viewing. The total equivalent advertising value was over $248,000. The CCTV program called Hawai i Thinks Highly of Chinese Tourists featured general tourism information as well as hula performances, Waikīkī Beach and the APEC meeting venues. CCTV enthusiastically reported that the people of Hawai i are so friendly and hospitable to Chinese and featured many local people saying the Chinese greeting Ni - Hao (Hello) to the Chinese TV audience. Starwood Hawai i was reported as an excellent example of Hawai i hotels being well prepared for Chinese visitors, with hot water kettles, slippers prepared in guests rooms, congee available at breakfast and Chinese speaking reception staff at the front desk. In addition, China Union Pay is accepted when making payments. CCTV also interviewed travel service supplier, Air & Sea Travel Center Inc., which reported that local tour operators were confident about continued rapid growth in Hawai i-bound travelfrom China. The program interviewed Honolulu Mayor Peter Carlisle who indicated that Hawai i government officials have been working very hard to try to ease US visa barriers to Chinese tourists. 3

4 Hawai i promotion with Jiangsu Radio FM101.1 Hawai i Tourism China participated in a joint promotion with Jiangsu Overseas Travel and Jiangsu Radio FM101.1 to encourage Chinese travelers from Nanjing City to visit Hawai i. Jiangsu Radio FM101.1 features two famous hosts, Lei Lei and Na Na, and their popular tourism focused program, Travel with Lei Lei and Na Na reaches an audience of 8 million in Nanjing. The program has featured Korea, Hong Kong, Macau, Japan, Singapore, Taiwan, Australia and Thailand so far, and for the first time, introduced Hawai i. The promotion started in November and Jiangsu Overseas Travel has already received 115 travel package bookings from Chinese who will travel in January and February Media coverage on Hawai i in China Shanghai Morning Post (22 November): a popular morning paper in Shanghai and East China region whose readers are mostly professionals and government officials has a circulation of 750,000. The publication featured Hawai i beyond sun and beach. Learn about another Hawai i, introducing green energy and environment protection programs that make Hawai i a sustainable world-class destination. The article also featured Mauna Kea Summit as a unique attraction. Total equivalent advertising value: $121,200. Shanghai Weekly (11 November): a stylish weekly lifestyle newspaper based in Shanghai and covering the entire Yangtze Delta region. Target readership includes white- collar workers, years old with a circulation is 430,000. On November 14, the publication featured Hawai i as the No.1 selection for a romantic wedding and honeymoon. Royal Hawaiian Hotel, the pink palace in the Pacific was a special recommendation for honeymooners. Total equivalent advertising value: $155,900. 4

5 Xinmin Evening Post (14 October): this mainstream daily newspaper in Shanghai has a huge circulation of 1,280,000 copies covering the wealthy Yangtze Delta region and East China s 1st tier cities. The publication featured O ahu, Kaua i and Hawai i, the Big Island which were all featured in the editorial. Total equivalent advertising value: $187,300. ICS (16 Oct): China Rush, the Chinese version of the Amazing Race, is a popular program on ICS (International Channel Shanghai). ICS focuses on white-collar viewers. Hawai i Tourism China assisted the program to obtain sponsorship from Hawai i partners to feature Hawai i as a winning prize on the program. Total equivalent advertising value: $371,900. TAIWAN: Hawai i participated in the Taipei International Travel Fair Taipei International Travel Fair (ITF): ITF, now in its 25th year, is one of the biggest annual travel trade fairs in the Asia-Pacific region. This year s fair was held at the Taiwan World Trade Center Exhibition Hall I & III on November 11th to 14th, with 1,500 booths from 61 countries. A total of 252,000 visitors bought discounted hotel meals, accommodations, spa vouchers, tour products and bargains ranging from hotel stays and air tickets, to theme park admission tickets. The year's event was the largest ever. Hawai i Hula was among the foreign performers invited to the ITF Press Conference and the ITF main stage. The Hawai i Hula group was awarded Best Performers at ITF by visitors. Taipei International Travel Fair (ITF) Press Conference: ITF organizer, the Taiwan Visitors Association held a press conference at the Le Meridien Hotel the day before the ITF Opening. HTT participated and hula performers were held with Hawai i s ITF press release distributed to participating media 5

6 Hawai i Booth at Taipei ITF 2011: with the support of the ITF organizer and industry partners, Hawai i Tourism Taiwan was able to participate in the American Pavilion. To maximize visibility for Hawai i this year, HTT chose a strategic position beside the American Pavilion stage for hula performances, teaching hula, and doing Q&A interactive activities with visitors. Visitors who joined and completed all movements were able to receive a short-term hula certificate. Hawai i Booth Co-Exhibitors: Hawai i Tourism Taiwan successfully negotiated to participate in this event without cost as Hawai i industry partners contributed to the participation, which included booth rental, construction, decoration, poster, display table and staff. The four co-exhibitors were: Hawaiian Airlines Taiwan GSA, Pop Tour (HVCB member in Taiwan), Hilton Hotels and Aston Hotels & Resorts. 6

7 American Pavilion: The American Pavilion, which Hawai i is a member, is into its 6th year, and has become a model and landmark at the travel fair and was ideally positioned in the middle, with a central stage next to the Hawai i Tourism Taiwan booth. This stage allowed all US exhibitors to interact with visitors using Q & A, with prizes. HTT provided entertainment to attract visitors with the familiar Hawai i Five-O music, Hula dances, Hula Lessons and Q&A activities. US Consulate & Commercial Section officials, as well as some Congressmen, visited the American Pavilion. Taiwan TV program The Borderless World covers APEC and Hawai i Sanlih News Channel (SET TV) has one of the highest ratings among news channels in Taiwan. SET TV sent a team to cover the APEC event in Hawai i on November After APEC, Sanlih TV stayed 5 more days to film tourism attractions and activities in Hawai i to be incorporated into its award-winning program, "The Borderless World", which won the Excellent Journalism Award and was nominated for this year's Golden Bell Award for TV in Taiwan. "The Borderless World" introduces important global issues, including economy, politics, environmental protection, technology, and humanitarian concerns. Advertising value is USD$ 5,000 per minute, for a total of USD$300,000 value from a one-hour program. Hawai i Tourism Taiwan arranged the itinerary with Hawai i industry partners for the TV crew to interview and film. Hilton Waikoloa Village sponsored Legends of the Pacific Luau and accommodations on Hawai i, the Big Island. Aston Hotels & Resorts provided special discount rates in Honolulu. The TV crew visited Hilo Hattie, Mauna Loa Macadamia Nuts Factory, Pearl Harbor, Polynesian Cultural Center, and Ali i Kai Dinner Cruise. The Borderless World is scheduled to air on December 10 and 11. Total advertising value for the two episodes will be $600,000. 7

8 Upcoming Asia Promotional Opportunities Korea: a) Hawai i Golf Guidebook Production Project (mid-december) b) 2012 Asia Super FAM Trip (mid-march / Seoul Agents: O ahu + Kaua i, Busan Agents: O ahu + Hawai i the Big Island, MICE Agents: O ahu + Maui) For more information please contact Julia Koo of Hawai i Tourism Korea at jkoo@aviareps.com China: a) China Eastern Airlines Media Group to Hawai i (December 16th 20th) b) Asia Super Fam (March, 2012) For more information please contact David Sun of Hawai i Tourism China at dsun@aviareps.com Taiwan & Other Asia: a) Hsinchu Travel Fair joined ANTOR booth: December 6th 9th b) ANTOR Table Mart in Taichung and Kaohsiung: December 7 th and 8th c) Philippine Travel & Tour Expo 2012 in Manila (with Hawaiian Airlines): February 17 th 19th For more information please contact Jemy See of Hawai i Tourism Taiwan at jsee@aviareps.com 8