Business Increasing Tourism to the Island of Hawai’i Marketing Strategy

This case study will be a concentrated effort to explore a Marketing Strategy driving increased demand for touring and visiting the Island of Hawai’i. While travel to the Islands of Hawai’i is at an all time high, travel to the Island of Hawai’i (often referred to as “the big island”) is lacking. You will create a promotional campaign to the build the awareness and desirability for traveling to/vacationing on the Island of Hawai’i. The purpose of the case study is to investigate the many forms of promotion and understand the costs, efforts, skills and determination it takes to implement them. In your reports, you should refer to the 5 “P’s” of product promotion (PRODUCT, PRICE, PLACE, PROMOTION & PEOPLE), clearly identifying the target market and paying special attention to the promotional part of the strategy.

PRODUCT: Vacations on the Island of Hawai’I; Tourism on the Island

PRICE: Airfare, room, board, tours, etc.

PLACE: Where should the promotions be placed?

PEOPLE: Who is your target market? The target is driving demand in the consumer market place which will increase travel to the Island. The Northeast corridor of the United States is largely untapped for this market. Consider this segment as well as others you think are important.

PROMOTION: The campaign. How are you going to reach and attract your target market? Discuss Hawai’i’s position in the market here as well.

BRANDING: Create a cohesive branding program to go with your promotion

Brochure or informational card (what sales people would present)
Create a Tag Line
Advertising: what does it look like? (seek current Hawai’i promos, old/vintage promos, competitors)
Website: what does it look like? (seek current Hawai’i web, competitors)
Creative promotions (seek current Hawai’i promos, old/vintage promos, competitors)
Facebook & Social Media profile
What is their philanthropic endeavor?
Celebrity endorsements?

Consider Guerilla marketing and unconventional techniques. Understand your market and get their attention.

THE DETAILS: Travel and Touring in Hawai’i

The Hawai’i Tourism Authority was established in 1998 and is a government agency of the state of Hawai’i responsible for strategically managing the states’ efforts with respect to the tourism sector of the economy in order to optimize the benefits for Hawai’i while integrating the interests of visitors, the community and visitor industry. The HTA is responsible for the development, management and coordination of various plans to ensure the sustainable tourism economy and achieve the state’s vision for tourism to:

Honor Hawai’i’s people and heritage
Value and perpetuate Hawai’i’s natural resources
Engender mutual respect among all stakeholders
Support vital and sustainable economy
Provide a unique, memorable and enriching visitor experience

The project is focused on increasing travel to the state of Hawai’i. For this project, the focus is driving demand for vacations in Hawai’i as a whole without focusing on a single hotel/airline/tour brand.

In your project, be sure to refer to the location as “The Island of Hawai’i”. There is a specific movement to discontinue referencing Hawai’I as “The Big Island” in an effort to preserve culture. And speaking of culture, you should mind the history and traditions of the Island and consider them as part of your overall marketing recommendations.

The case study should be in PPT and will be handed in through Blackboard for your midterm grade. Your grade will be determined based on:

Aptitude and appropriateness of your recommendations
Clarity of your ideas and overall organization
Understanding of marketing concepts and your ability leverage marketing tools in favor of reaching the goals and objectives of the case study.
Use of images to convey ideas.
Content. Content. Content. Make sure you have a solid message and make use of sufficient research to guide the project.
Fun factor. Make sure your submission is engaging and appeals to your audience!