The Hawaii Visitors & Convention Bureau (HVCB) has embarked on a multi-year marketing campaign to promote the state's most recognized resort, Waikiki, which is seeing more than $1 billion in renovations. Let by Honolulu Mayor Mufi Hannemann and under the theme "Waikiki-Share the Experience," a contingent of 30 Hawaii representatives are in New York City this week to promote Waikiki's renewal to travel trade professionals, wholesalers and the media.
"Waikiki has always been a favorite place for our residents and visitors, but today this world-recognized destination is more inviting and spectacular than ever -- and it's only going to get better," said Mayor Hannemann. "The level of investment and quality of improvements by both government and private industry has reinvigorated Waikiki's luster and reinforced its standing in the upper echelon of destinations worldwide. If anyone hasn't been to Waikiki recently, it's time to come back."
The Waikiki marketing effort is balancing the destination's heritage with the renewal fueled by multitude of private and public refurbishments. Special emphasis is being given to highlighting the four brand pillars of Waikiki that appeal to travelers' interests: activities, cuisine, entertainment and fashion. This Thursday, April 19, HVCB is hosting a reception at Conde Nast magazine headquarters for travel trade professionals representing wholesalers, national travel agencies, airlines, meetings and incentive planners, and travel media. The reception will feature musical entertainment by Jake Shimabukuro, 3 Scoops of Aloha, and Waikiki Nei, the new Cirque du Soleil-style show being introduced at the Royal Hawaiian Shopping Center. Cultural advisor Ramsey Taum will make a presentation about Waikiki's historical and cultural significance to the native Hawaiian people. Chef Alan Wong is preparing local-style appetizers for attendees, while Ala Moana Center, Louis Vuitton, Mana Hawaii, Tori Richards and Royal Hawaiian Shopping Center are showcasing Waikiki's contemporary fashions.
In addition, HVCB and its industry partners are participating in numerous industry briefings with New York travel editors and journalists throughout the week to promote the core message of the Waikiki travel experience. John Monahan, HVCB president and CEO, praised Mayor Hannemann and the bureau's industry partners for rising to the call of promoting the new Waikiki. "Waikiki has a vibrant, energetic look and feel, and the industry-wide improvements are creating a heightened sense of excitement for one of the world's truly iconic destinations," Monahan said.
On April 24, HVCB and its industry partners will host a similar reception to promote Waikiki for key travel trade professionals and media in Southern California at the Peninsula Beverly Hills. Monahan added that Waikiki's renewal is also the central theme for the upcoming Society of American Travel Writers (SATW) Western Chapter conference being held in Waikiki this June. A series of travel trade and consumer marketing promotions will be implemented through next winter.
Joining Mayor Hannemann and HVCB in the New York City travel trade and media blitz are marketing representatives from Oahu Visitors Bureau, Outrigger Enterprises, Starwood Hotels & Resorts Hawaii, Halekulani Corporation, Royal Hawaii Shopping Center, Ala Moana Center, Alan Wong's Restaurant, The Lomi Shop Va'a, Freeset Creative Technology, Cultural Advisor Ramsey Taum, Jake Shimabukuro and 3 Scoops of Aloha.