| Living in the worlds most famous destination for | | | | I completely understand the usual placement of |
| vacations (Hawaii) and being a marketing geek, it | | | | collateral that brings attention to beaches, |
| blows me away that the government funded | | | | waterfalls, tropical isolation and the overall beauty |
| Hawaii Tourism Authority is not able to or | | | | of the islands but it's the old message in a new |
| overlooked tapping into the equity of millions upon | | | | world. |
| millions of satisfied visitors. Marketing 101; it's | | | | However, I do see the movement of the HTA's |
| those who have had a great experience with | | | | initiatives into digital placement of collateral but it is |
| your product that will tell others. | | | | following a downward trend that those who have |
| The super-power of Hawaii's marketing rests on | | | | been in the marketing business to long and |
| the word remarkable: the power of people | | | | working with traditional points of distribution. |
| remarking about their experience then telling | | | | Unfortunately many who have been in the game |
| others. And to understand the impact of being | | | | a long time are re-proposing old messages and |
| remarkable and bring the power of soft | | | | strategies through new points of media. I straight |
| marketing into the hands of regular people is the | | | | path to marketing failure is to treat websites like |
| golden key to re-brand and image Hawaii as a | | | | print, pod casts like radio and social media like TV |
| travel destination at no cost to the HTA greater | | | | and that is what is going on with the HTA and |
| than the expense of their annual stationary bill. | | | | many of Hawaii's foremost tourist marketing |
| Use same Advanced Media Marketing concept on | | | | powers. |
| first time visitors and the marketing machine will | | | | If I sound like I'm about to come up with the |
| be well greased and completely viral. | | | | solution in this article, I'm not - but the answer is |
| Perhaps the newly seated chairman of the HTA, | | | | obvious to me. If it sounds like I'm being selfish, |
| Kelvin Bloom, will bring them into the present and | | | | I'm not - because it's not my job. There is a |
| start to use the latest methods of marketing. | | | | person associated with both HTA and State |
| Though the HTA are the power players that bring | | | | Government that knows that I'm on the |
| major events to the islands that will bring with it | | | | peripherals of the issue and as he sees fit, I'll get |
| global attention (Sony Open, Aloha Bowl, etc.), | | | | called in. I'm going to hang back and wait to see if |
| they fail in the most basic marketing | | | | the HTA gets it and will execute it; I'm hopeful |
| fundamentals of reaching out in real time to real | | | | they will. |
| people. | | | | I will admit that being that I'm not a part of or |
| I have emailed my friends around the world and | | | | have been called on to assist any major tourism |
| have asked them if they have seen any | | | | marketing group, I don't know what plans they |
| advertising about traveling to Hawaii and they all | | | | might be hatching right now. But what I will say is |
| said the same thing. They said that in their papers | | | | that time is not on their side. The more economic |
| it's usually pictures of tropical stuff with a girl | | | | failure that surrounds the tourist industry, the |
| wearing a lei. And then most of them said on TV, | | | | more people will blame. Guess who's going to get |
| it was the fly-by shots of the islands typical | | | | the finger.............pointed at them? |
| scenery; typical. | | | | |