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Monthly Asia Newsletter� � � � Vol. 9 No. 9

Aloha!! Mahalo Nui Loa to those who attended the 2012 Hawaii Tourism Conference on August 23-24 at the Hawai‘i Convention Center. Hawai‘i Tourism Asia’s 2013 Marketing Plan is available on the HTA website at <http://www.hawaiitourismauthority.org/brand-marketing/asia/>. Following are just some of the highlights of Hawai‘i Tourism Asia’s activities during the past month together with opportunities to participate in some of our upcoming marketing programs in Asia. Mahalo!

KOREA:

Mayor Arakawa of Maui visits Korea (August 24) Mr. Alan Arakawa, the Mayor of Maui County, visited Korea to develop further relationships with Korean travel industry partners and introduce the beauty of Maui. The Mayor hosted a VIP luncheon on August 24th at the Westin Chosun Hotel along with 12 delegates from Maui, inviting 16 major Korean industry partners including major travel agencies, airlines, the US Embassy, and travel trade media. Hawai‘i Tourism Korea also arranged a media interview with Global Travel News, a travel trade newspaper following the luncheon. As Maui County has a sister-city affiliation with Goyang City, the Mayor visited the city from August 21 to 23. HTK helped coordinate the VIP lunch reception including tourism industry invitations, program arrangement and translation.

Hawai‘i mobile phone application launch with Hana Tour To promote a new Hawai‘i travel application for mobile phones, Hawai‘i Tourism Korea, in partnership with Hana Tour, launched a major on-line promotion via Hana Tour’s powerful website from August 1-20. During the campaign period, a total of 4,197 Koreans visited the promotion pages, generating over 8,000 page views. Among downloaders of the Hawai‘i application during the campaign, three participants won Incheon-Honolulu round-trip air tickets, while 10 winners won complimentary tickets to an amusement park in Korea. As part of the promotion, a mini-quiz was held where 300 respondents won free drink coupons.

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Hawai‘i promoted via TV Home Shopping Channels TV home shopping channels are one of the most effective sales tools in Korea. During August, three major travel agencies promoted their Hawai‘i tour products via TV home shopping channels. Hanjin Travel: conducted a TV home shopping

promotion introducing a new 6-day O‘ahu tour via Korean Air on the GS TV home shopping channel on August 10. Hawai‘i video footage together with destination information were featured for 60 minutes. Hanjin Travel received a total of 700 calls during the one-hour home shopping promotion. Total equivalent advertising value: $ 1,230,000.

Redcap Tour: launched a TV home shopping promotion on the GS TV home shopping channel on August 18. The TV home shopping promotion featured 60 minutes of Hawai‘i video footage, introducing new 6 and 7-day Hawai‘i tour products via Hawaiian Airlines’ daily service launched in July. A total of 1,500 calls were generated during the promotion, and total advertising equivalent value was $ 1,230,000.

Tour Baksa: conducted a TV home shopping

promotion on Lotte TV home shopping channel on August 17. Under the title of “Fly and Drive”, 5 and 6-day O‘ahu tour products via Korean Air were introduced during the 60-minute program. A total of 500 calls were generated during the 60-minute broadcast, and total advertising value was $ 1,230,000.

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Korea Media coverage on Hawai‘i Asiana Culture <Islands in the Arms of

Nature>: Asiana Culture, Asiana Airlines’ in-flight magazine, with a circulation of 250,000, featured an 8-page editorial of Hawai‘i in its August issue. Entitled ‘Islands in the Arms of Nature’, Hawai‘i was beautifully covered, and the article introduced detailed information on the best surfing spots on the North Shore, the Coast Road North of Lahaina, Hawai‘i Volcanoes National Park, and Mokoli‘i. Total equivalent advertising value secured: $112,000.

The Traveler <Kaua‘i Detox>: The Traveler, a leading monthly travel magazine with a circulation of 120,000, featured Kaua‘i in a 6-page editorial under the theme of “Kaua‘i Detox” in its August issue in conjunction with the media visit last February. Kaua‘i was introduced as a healing paradise and coverage featured Poipu Bay, Grand Hyatt Kauai Resort & Spa, and St. Regis Princeville. Total equivalent advertising value secured: $84,000.

Lexus <Innovation in Paradise>: O‘ahu was

beautifully covered in a 5-page feature article in the August issue of Lexus, a monthly membership magazine of high-yield Lexus owners with a highly targeted circulation of 30,000. In conjunction with their new eco-friendly Lexus launch, O‘ahu was described as a paradise of greenery in spite of the massive volume of tourists visiting from all over the world. Total equivalent advertising value: $70,000.

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CHINA: CITS Press Conference to launch new Hawaiian Airlines tour packages Hawai‘i Tourism China supported CITS to hold a “Next Stop Hawai‘i, the Most Beautiful Place to Go” press conference in Honolulu on August 1 in Honolulu. It was the first time for a major Chinese travel agency to host a press conference in Honolulu. The President of CITS, the VP of the Hawai‘i Tourism Authority, the CCO of Hawaiian Airlines, and the VP of Hilton Worldwide each addressed the high profile audience. Special guests included the First Secretary from the U.S. Embassy in Beijing, the Vice-Consul from the L.A Consulate, and VIPs from Hilton Group, Hawaiian Airlines and HTA. Along with senior representatives of CITS and HTC, media attendees included Beijing Youth Daily, Lifestyle, Top Travel, Global Times and Hawai‘i local media.

A VIP dinner reception was jointly hosted at Hilton Hawaiian Village Waikiki Beach Resort after the press conference. Governor Neil Abercrombie delivered welcome remarks to all guests and exchanged gifts with CITS president Ms. Yu Ningning. The 40 Chinese visitors who traveled on the Hawaiian Airlines flight attended with other guests from the airline, Galaxy Tours, Hilton Hawaii and other industry partners. CITS Media Fam: HTC worked with CITS to organize a Media Fam tour to aggressively promote new Hawai‘i-only tour packages using Hawaiian Airlines’ flights via Incheon. HTC and CITS staff accompanied the media group to O‘ahu and Hawai‘i Island. On O‘ahu, the Chinese media visited Ala Moana Center, DFS Galleria and Waikele Premium Outlets. They experienced Polynesian culture by watching hula and other performances at the Polynesian Culture Center. Inspections included Hilton Hawaiian Village Waikiki Beach Resort and Aulani, A Disney Resort & Spa. After visiting O‘ahu, the Chinese media flew to Hawai‘i Island and were amazed by Hawai‘i Volcanoes National Park. The Big Island Visitors Bureau organized a dinner reception and promotional program with partner Hilton Waikoloa Village which hosted a luau for the media group.

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Trade Training Activities in China

Hawai‘i Tourism China continued its monthly travel agent training program with an in-house training for more than 30 travel agents at Beijing East Century International Travel, which is promoting outbound tours under the Union Travel banner. Their most popular Hawai‘i-related products in August were Hawai‘i-only 4N/6D packages.

Hawai‘i Tourism China conducted in-house training for JTB New Century International Tours. JTB New Century used to promote Guam tour products, but due to U.S. visa policy easing, Hawai‘i has now become one of the most popular island tour destinations and JTB New Century is focusing on Hawai‘i products this year. The agency is working with JTB Hawai‘i to organize Fam tours for key sales staff in China and, with HTC’s in-house training, are more confident of selling Hawai‘i-only packages.

Hawai‘i Tourism China conducted in-house training for

China Luxtrip in Beijing. HTC introduced updated tourism information, tour attractions from each island and provided new Hawai‘i tour package itineraries. HTC is now working with Luxtrip package planners to develop new Hawai‘i-only tour packages, which include tours to the Neighbor Islands.

China Tourism & Expo Development Summit in Beijing (July 31 - August 1)

Hawai‘i Tourism China’s MICE team participated in the 2012 China Tourism & Expo Development Summit. Over 300 participants from the travel trade and MICE industry attended. The HTC MICE team set up a Hawai‘i information booth to introduce Hawai‘i tourism and MICE resources to participants and invited key MICE agencies to discuss opportunities, and provided advice and suggestions about how best to organize future MCI groups to Hawai‘i.

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Consumer Promotions in China Hawai‘i Tourism China supported Shanghai Hilton Doubletree Hotel’s Hawai‘i Food Festival from July 29 - August 11. HTC assisted the hotel with its restaurant’s Hawaiian decorations, Aloha wear, media coverage and social media promotions to encourage Shanghainese to experience the gourmet food of Hawai‘i. The event was reported on Shanghai TV and ICS.

Ukubang.com: the on-going “So much more Hawai‘i" promotion with Ukubang.com has been a huge success with over 30,000 Hawai‘i vouchers downloaded in the two-month period. Ukubang.com held a consumer event at the Grand Gateway Mall in Shanghai on Chinese Valentine’s Day (August 23) to co-promote Hawai‘i as a romantic destination, with Hawai‘i products featured on the website and a platform for Chinese visitors to Hawai‘i to share their travel tips and travel stories online. Through online voting, the author of the most popular article won a Hawai‘i package tour. The campaign was included in the official event map of Shanghai distributed at all Shanghai airports and through leading Weibo/blogs.

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China Media coverage on Hawai‘i

Voyage (July): this is a leading consumer travel magazine specializing in tours around the world targeting mature, high-end travelers with a monthly circulation of 821,600. The July issue featured golfing on Maui, introducing Plantation Course, Wailea Gold, the Bay Course, and the Challenge at Manele. The golf feature also recommended accommodations such as Kapalua Villas, the Ritz-Carlton, Kapalua, Hyatt Regency Maui Resort & Spa, and Four Seasons Resort Lāna‘i at Manele Bay. Total equivalent advertising value: $396,900.

Travel + (Aug): this stylish, high-end consumer travel magazine with a monthly circulation of 600,000 Hawai‘i as a paradise island destination in its August issue. Total equivalent advertising value: $155,500.

China Travel Agent (August): this industry tourism magazine targeting China travel agents reports on new travel trends and includes exclusive interviews with professionals with a monthly circulation of 35,000. Hawai‘i Tourism China worked closely with the magazine to secure a full-page interview with HTC’s Chief Representative and with the Vice President of Hawaiian Airlines. Total equivalent advertising value: $77,200.

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Upcoming Asia Promotional Opportunities

Korea: a) KBS TV Dream Team Filming Project on O‘ahu and Hawai‘i Island (October 11~18) b) Shooting for the 3rd Korean Travel Guidebook (October, All Islands) c) 3rd Travel Press Hawai‘i-Korea Tourism Conference (October 18, Honolulu) For more information please contact Julia Koo of Hawai‘i Tourism Korea at jkoo@aviareps.com

China:

a) So Much More Hawai‘i Consumer Promotion with Ukubang.com in China (June 15 - September 30) b) Utour Hawai‘i tour package promotion road show in Zhejiang and Jiangsu Provinces (September) c) China Incentive, Business Travel & Meetings Exhibition (CIBTM) (September 12-14, Beijing) d) China (Guangdong) International Tourism Industry Expo (CITIE) 2012 (September 14-16, Guangzhou) e) The First Shanghai International Golf (Tour) Exhibition 2012 (November 16 – 18) f) China International Travel Mart (November 15-18, Shanghai) g) The 5th China Meetings Industry Convention (CMIC) 2012 (November 29, Beijing) For more information please contact David Sun of Hawai‘i Tourism China at dsun@aviareps.com

Taiwan & Other Asia:

a) Kaohsiung Travel Fair (September 17-21) b) Taichung Travel Fair (September 28- October 1) c) Philippine Agent and Media Fam Tours (Oct. 2 – 7: Maui/O‘ahu) and (Oct. 8 – 12: Oahu-Hawai‘i Island) d) Taipei International Travel Fair (October 26-29) e) Taichung Travel Fair (November 23-26) For more information please contact Jemy See of Hawai‘i Tourism Taiwan at jsee@aviareps.com

Mahalo!