In a report released on Feb. 26, The Hawaii Visitors and Convention Bureau, under the approval of the Hawaii Tourism Authority, set into place a $500,000.00 marketing onslaught of print and TV commercial ads, aimed at the winter ravished major cities of Chicago and New York.
The marketing blitz will continue through Mar. 17, 2013. The HTA is hoping to tip the scales in the favor of Hawaii for those winter escape travelers, looking to take solace in a warm climate. The HTA board members unanimously voted to release special funds to support the "Living in the Moment' marketing campaign.
The advertisement showcases some of what Hawaii has to offer, romance, family fun, outdoor adventure, culture and arts, health and wellness, cuisine and golf.
HTA Vice President of Brand Management David Uchiyama said, "Timing is very key, because I want to hit them where it hurts,” Uchiyama told board members while pitching the idea at the meeting. “Having images of Hawaii and being able to show what the weather is like here is, I think, very powerful and something the board has really pursued for quite a while,” Uchiyama said.
Pacific Business News reports, "Uchiyama told board members he was concerned about the load factors on New York and Chicago routes. He said he wants to support Hawaiian Airlines’ direct flight from John F. Kennedy International Airport in New York City, which is competing with other carriers’ flights from Newark Liberty International Airport in New Jersey."