2017 Brand Management Plan

2017 Brand Management PlanPresented by Andrew Koh

I. Overview of Market Situation: 2016 vs 2017

II. Marketing Initiatives & Strategies: 2017

III. Hawai‘i Experience Alignment

IV. 2017 Partnership Opportunities

Outline

I. Overview of Market Situation for 2016 and 2017

Economic Growth Rate Forecast 2017

1.88%

Unemployment RateJuly 2016

4.02%

5.626.52

0.7

-1.57

10.63

3.8

2.06 2.23.92

0.65 1.223.91 3.91

4.14

5.855.21

4.39 4.24 4.18 3.96 3.78 3.91

-4

-2

0

2

4

6

8

10

12

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Economic Growth Rate (yoy) Unemploment Rate

Source: National Statistics, R.O.C. (Taiwan)

Unit: %

I. Overview of Market Situation- Market Indicator


Consumer Confidence Index

80.89

82.89

81.34

80.3779.82

78.36

80.1879.56

76

77

78

79

80

81

82

83

84

Jan Feb Mar Apr May Jun Jul Aug

Source: The Research Center for Taiwan Economic Development of National Central University


Source: www.XE.com

• On August 31, 2016: 31.73 TWD per 1USD• Q4 2015 ~ Present: USD strongest since 2009

I. Overview of Market Situation-Arrival & Spending

Source: Hawai‘i Tourism Authority

0.9

-0.1

1.6

0.2 -0.3 -0.2

1.5

-3.5

-1.4

2.1

-4.1

1.8

7.8

-6.0

-4.0

-2.0

0.0

2.0

4.0

6.0

8.0

10.0

January February March April May June July

Spending

Arrival

Unit: % 2015 vs 2016 % Change

I. Overview of Market Situation- Year-to-Date July ‘16

Source: Hawai‘i Tourism Authority

• Visitor Arrivals ↑ 0.7%

• Visitor Expenditures ↑15.0%

• Per Person Per Day Spending ↑18.7%

Year-to-Date July 2016 Quick Facts

Destination Standard FIT Package Travel Time (hr) Avg. Product Price (USD)

Hawai‘i 7D4N 9.75 $1,800-3,500

Primary Competitors

Europe 10D7N 14 $1,500-3,000

Dubai 7D5N 8.75 $1,100-2,500

Australia 6D4N 9.25 $1,200-1,600

Turkey 10D7N 12.25 $1,300-1,500

Maldives 7D5N 15 $1,800-2,500

Secondary Competitors

Okinawa, Japan 4D3N 1.5 $500-700

Guam 5D4N 4.9 $700~1,000

U.S. Mainland 9D6N 11.5 $1,300-1,600

Bali, Indonesia 5D4N 5.4 $650~1,000

Thailand 5D4N 3.5 $400~800

Other Alaska (seasonal) 9D7N 9 $3,000-4,000

I. Overview of Market Situation- Competitors

• Load factor 81.9% (Jan-Jul 2016 )

• NEW Boeing 747 in 2017: 391 pax/flight

• Fuel surcharge: 130 USD (round trip)

China Airlines

Taipei-Honolulu direct flight

I. Overview of Market Situation- Airlift


Hawaiʻi Run 2017 & Hawaiʻi Lei Festival NEW!

• Target 6,000 runners

• Loop in Consumer Brands for co-op and sponsors

• Extensively utilize Media and Social Media

• Highlight Hawaiian culture

• Bring in travel trade and Hawai‘i partners for booth participation



Best Hawaiʻi Couple Online Campaign NEW!

• Online campaign to show support to LGBTQ community

• Target romance segment travelers

• Participants will submit short film to gain popular votes from site visitors

• Winning couple receives a free trip to Hawaiʻi

• Major focus on Social Media & Consumer Participation

Cross-Industry MarketingNEW Brands in 2017!

Brand Category

1 Shiseido Beauty

2 Bellavita Shopping Mall

3 Swarovski Jewelry

4 Citibank Financial Institute/ Bank

5 True Fitness Fitness Center

6 Le Blé d'Or Restaurant Brewery

7 Momentum Sports Retail Store

8 Roxy Clothing

9 foodpanda Online Take-Out Delivery

10 Energy In Energy Sports Drink

11 Quiksilver Clothing

12 Alto Cosmetic

Yearlong Initiative

↑ Consumer brands HTT worked with in 2016Will pursue again in 2017


1. Facebook Fans Page: 120,000 likes

2. Original Hawai‘i Blog: 5,000 views

3. Tumblr : 1,000 views

4. Instagram Account : 1,000 fans

5. LINE Account: 10,000 fans

6. YouTube Account: 1,000 subscribers

7. Increase exposure on PAK partners social media


Social Media Initiative Targets

Social Media Initiatives

1. “Like” Increase for Facebook

2. Original Hawai‘i Blog

• Time Period: Yearlong

• Incorporate events such as: Kamehameha Celebration Commission, May Day on Waikīkī Beach, Food & Wine Festival, Mahalo Month, Heritage Sites of Hawai‘i, Mele Mei, Signature Events, Community Enrichment Programs


– Year-long program

– Consumer: Rally group of 10 people to Hawaiʻi

Receive free FIT package

– Blogger: Rally group of 16 people to Hawaiʻi

Receive free FIT package, with support from travel partner participants


Share the Aloha Program

1. Blogger FAM - 6 Bloggers

2. Media FAM - 6-8 Participants

3. Travel Agent FAM 8-10 Agents

Participants will post on social media, websites, and digital outlets

FAM tours will cover all islands


FAM Tour Programs

• Time Period: September

• Invite 6 Bloggers - Diversify bloggers, select from different themes

• Exposure on Facebook, Instagram and blogs

• Educate on Culture & Eco-Tourism

Highlighted in all FAMs

Tie into the uniqueness of Hawaiian culture

• Media Value: US$1,000,000


FAM Tour Programs- Blogger FAM

• Facebook: 3 posts daily

• Facebook: 2 live broadcasts

• Blog Articles: 4

Become Aloha Ambassadors for the Share the Aloha program


FAM Tour Programs- Blogger FAM

• Time Period: April

• Collaborate with well-known media teams with a

primary focus on TV travel shows

• 2017 media focus on

outdoor adventures and resort lifestyle

• Visit multiple islands for each media FAM

• Est. Media Value: US$1,200,000


FAM Tour Programs- Media FAM

• Time Period: December

• Invite new PAK partners

• Visit multiple Islands

• Educate agents on new sites, hotels, packages

• Estimated 10 new products to be developed the next year

• Encourage exposure on Travel Agents official Facebook page


FAM Tour Programs- Travel Trade Agent FAM

ITF (International Travel Fair)

• Time period: Early November

• Invite 8 PAK agents to sell Hawai‘i products

• Promote 4 major islands: design, events

and promotional videos

• 2015 Attendance: 350,000

• 2017 Projected Attendance: 400,000


Trade Show


Event in Hawai‘i HTT Promotions

Kamehameha Celebration Commission

Social Media, Newsletters

May Day on Waikīkī Beach Social Media, Newsletters

Food & Wine Festival Social Media, FAM Tours

Mahalo Month Social Media, Creative Theme Campaigns

Heritage Sites of Hawai‘i Social Media, FAM Tours

Mele Mei Hawaiian culture placement in the events & campaigns such as ukulele, hula, seminars, décor, etc. Incorporate in Newsletters, Seminars, Social Media

Signature Events Social Media, Newsletters, Seminars, Creative Campaigns

Community Enrichment Programs Social Media, Newsletters, Seminars




Campaign/Initiative NamePeriod

Identify Start and End Date)Cost of

ParticipationMeasures with Targets

1. Travel Trade & Research & Product

Seminars, Workshops and Sales Call Yearlong None Major 30 tour operators

PAK Product Yearlong None1 uniform PAK product created for each theme with minimum 3 groups generated

Market Research Survey at Trade Shows May, November None Research report

2. Hawaiʻi Creative Theme Campaign

Hawaiʻi Run x Hawaiʻi Lei Festival May TBCTarget 6,000 pax; Media exposure: USD1,000,000

Best Hawaiʻi Couple Online Campaign January to April NoneReach: 10,000 pax; Media exposure: USD1,000,000

Share the Aloha Campaign Yearlong NoneOver 2,000 pax generated

through the incentive program

Cross-Industry Marketing with Brands Yearlong Campaign SpecificOver 5 major brands in cooperation



(Identify Start and End Date)Cost of

ParticipationMeasures with Targets

3. Social Media Campaign

“Like” Increase for Facebook Fans Page Yearlong NoneTarget fans number at 140,000 Likes

Original Hawaiʻi Blog Yearlong None Target daily traffic at 5,000 views

Tumblr Development Yearlong NoneTarget daily traffic to 1,000 views

Blogger Program Late August None Media exposure: USD600,000

Instagram Account Development Yearlong None Target fans number at 5,000

LINE Account Development Yearlong None Target fans number at 20,000

YouTube Account Development Yearlong None Target Subscribers to 10,000

New Hawaiʻi Collaterals MayDetailed Info upon

request200,000 guide book production

Ma'e Ma'e - Culture Integration Yearlong None Hawaiian culture placement in the events & campaigns



(Identify Start and End Date)Cost to Participate Measures with Targets

4. Familiarization Tour Program

Fam Tour (Media) April Open for Sponsorships6-8 media personnel; Media

exposure: USD1,200,000

Fam Tour (Blogger) September Open for Sponsorships6 bloggers; Media exposure:

USD1,000,000

Fam Tour (Travel Agent) December Open for Sponsorships 8-10 agents

5. Travel Show

ITF (International Travel Fair) Early November None8 agents participation, Media

exposure: USD500,000

Mahalo Nui Loa!

Documents

2017 Brand Management Plan