Specifications include, but are not limited to: The key brand management & marketing objectives for this RFP are as follows: • Primary focus on brand marketing in the U.K., Germany, and Switzerland. • Brand marketing campaigns and programs shall be guided and informed by the Hawaiian values of aloha, mālama, ho‘okipa, and kuleana. • Drive destination brand awareness. Build the brand of the Hawaiian Islands as well as the specific islands of Kauaʻi, Oʻahu, Lānaʻi, Molokaʻi, Maui, and Hawai‘i Island. • Take advantage of market insights and intelligence on trends, distribution dynamics, consumer insights, and competitive analysis. Target both current and next generation of mindful travelers. Encourage continued repeat travelers to come to Hawaiʻi. • Focus brand marketing to target mindful travelers with emphasis on lifetime trip expenditures and increasing per person per day expenditures in alignment with HTA’s KPIs.
