spring tourism update...strategy rfp activate • work plan for all hlta (community) global...
TRANSCRIPT
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SPRING TOURISM UPDATE
March 6, 2019
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BEFORE
July, 2018
3
Before
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July, 2018
4
After
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July, 2018
5
BRANDING
High-ValueVisitor
Industry Collaboration
CommunityEnrichment
HawaiianCulture
HTA MARKETING = BRANDING
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July, 2018
6
BRANDING
Major Markets
Community Enrichment(Sports events
and key festivals)
GlobalMarketingStrategy
MCI and Hawai‘iConvention
Center (HCC)
Communications
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MAJOR MARKETS
July, 2018
7
LACI GOSHI
USA, Canadaand Europe
JADIE GOO
China/Hong Kong, Taiwan
andSoutheast Asia
CHRISSADAYASUOceania
(and SportsAdministration)
TBDJapan and
Korea
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MARKET MANAGER ROLE=
CONTRACTOR MANAGEMENT
July, 2018
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STRATEGY
9July, 2018
Brand strength
Long runway…
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10July, 2018
IT’S RFP TIME!RFP
• Efficiency
• Effectiveness
• Expertise
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11July, 2018
STEERING COMMITTEE
• Industry
• Market
• Marketing
STEERING COMMITTEE
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12July, 2018
RFP
• Spend vs. Arrivals
• Visitor Satisfaction
• Resident Sentiment
MEASURES OF SUCCESS
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COMMUNITY ENRICHMENTEvents (Sports and Festivals)
July, 2018
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STRATEGYRFP
• Vet
• Activate
• Measure
14July, 2018
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STRATEGYRFP
Vet
• Global Marketing Team
• Island representation
• Category Expertise
15July, 2018
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STRATEGYRFP
HTA pillars…..
• Community engagement and impact
• Brand alignment
• Target audience value
• Activation
16July, 2018
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STRATEGYRFP
Activate
• Work plan for all
HLTA (community)
Global Marketing Team
Island Chapters
17July, 2018
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STRATEGYRFP
Measure
• Multiple private/public sector
partners
18July, 2018
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MCI VALUE FIX
Good Group Year – Good Year!!!
July, 2018 19
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HAWAI‘I CONVENTION CENTER
July, 2018
20
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RFP
• Industry engagement
• Collaboration on sales process
21July, 2018
CITYWIDE STRATEGY
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22July, 2018
MARKETING PLATFORMS
CANADA
UNITEDSTATES
CHINA
EUROPE
OCEANIA
JAPAN
SOUTHEASTASIA
KOREA
TAIWANHONG KONG
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GLOBAL MARKETING PLATFORMS
1. How do we manage brand messaging globally?
2. How do we manage digital platforms globally?
3. What is the purpose of each platform?4. Who should lead?5. How should we measure?
July, 2018
23
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24July, 2018
COMMUNICATIONS
It’s all about our community!!
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MAHALO!!!!
25July, 2018