A. Brand Health and Cultural Integrity i. Strengthen brand recognition as a premier visitor destination. ii. Drive destination brand awareness and manage both the overarching Hawaiian Islands brand and the distinct identities of Kauaʻi, Oʻahu, Lānaʻi, Molokaʻi, Maui, and Hawaiʻi Island. iii. Highlight the diversity of Hawaiʻi. Create brand messaging that communicates the following destination attributes that have been shown to strengthen Hawaiʻi’s competitive advantage: a) Hawaiʻiʻs People, Place, and Culture b) Sustainable Destination c) Beautiful Scenery d) New Things to Explore e) Major Festivals, Events, and Sports f) Volunteer and Giveback Opportunities iv. Educate visitors pre-arrival on safe, respectful, and mindful travel by leveraging local voice/ambassadors/influencers, and coordinate these efforts with the HTA’s Destination Stewardship Branch for consistency throughout the visitor journey. v. Support HTA and designated partners in crisis communications for the visitor industry, helping to mitigate negative impacts on the destination’s brand image. vi. Maintain the cultural integrity of the Hawaiian language, customs and practices, cultural and historic sites, and imagery in all brand marketing initiatives. vii. Brand marketing campaigns and programs shall be guided by the Hawaiian values of aloha, mālama, hoʻokipa, and kuleana. B. Tourism Economic Contributions i. Target High-value mindful travelers while cultivating the next generation of travelers through targeted engagement. ii. Increase per person expenditure and overall visitor spending in alignment with HTA’s Key Performance Indicators. iii. Focus marketing efforts to stimulate demand during shoulder periods. iv. Promote multi-island itineraries with emphasis on supporting Maui recovery. v. Drive visitor spending into Hawai‘i-based businesses and organizations to support a healthy local economy. vi. Develop and maintain airline relationships to monitor and optimize load factors and support priority routes as directed. vii. Engage local communities and stakeholders and pursue strategic partnerships to strengthen destination marketing capacity. viii. Deploy the most cost efficient and effective channels for paid and earned media with an emphasis on digital and social content marketing. ix. Leverage market insights and stay adaptable to changing trends and continuously innovate to maximize return on investment. x. Ensure that initiatives are metric driven.
