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Staying Ahead of the Competition BRAND...INNOVATE...INTEGRATE.

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Consumer Behavior and Technology immediate access no boundaries information overload raised expectations Media and Entertainment fragmentation more marketing channels convergence smaller audiences Competition and Travel Distribution more competitive choices industry consolidation greater competitive investment hybrid distribution 3 THE ENVIRONMENT IN WHICH WE COMPETEGlobal, Knowledge-Based, Consumer Driven

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4 New paradigm -- “constant change with no limits” THE ENVIRONMENT IN WHICH WE COMPETE Requires greater inclusiveness and accessibility Demands creation and sharing of relevant knowledge Mandates an integrated, targeted and balanced marketing approach Focuses on four major customer groups (Consumers, Media, Travel Distribution, Partners)

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5 Shared Goals and Objectives STRATEGIC DIRECTION HVCB Mission: Sustainable, Diversified, Global Travel Demand Overall Goal: Grow Visitor Expenditures (Quality vs. Quantity) Major Objective: Achieve Optimal Balance Source Market Diversity (Core/Developing) Visit Frequency (1st Time, Light/Heavy Repeat) Timing (Seasonality) Visitor Type (Leisure, Business/Meeting)

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6 STRATEGIC FOUNDATION

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7 Diversity and Aloha BRAND POSITIONING KEY ATTRIBUTES Unsurpassed Natural Beauty Pristine Environment (Physical/Social) Diversity of Islands and Experiences Spirit of Our People HAWAI‘I IMPACTS Reawakens Your Senses Rejuvenates Your Spirit

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Brand Hawai‘i has strong global equity Six island brands have distinctive identities with equity tied to Hawai‘i association Attributes are tied to diversity of experiences on each of six main islands Combination forms unique, symbiotic brand matrix 9 Hawai‘i and its Island Brands THE BRANDS

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10 Relationships are the Key LIFELONG CUSTOMERS

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11 INTEGRATED MARKETING Integrate around Brand and Customers

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12 Integrate around Brand and Customers l. Targeting and Response Marketing must be increasingly targeted -- Customer of One Marketing must be highly interactive -- Multi-Front Attack/Balanced Approach Marketing must be response oriented -- Driving Response and Conversion INTEGRATED MARKETING

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13 Customer of One--Broad to Narrow Targets l.TARGETING & RESPONSE

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Broadcast and Print Advertising Emerging Affinity Media E-Marketing Ties with Signature Events Television and Film Programming Multi-Media Collateral (Six Languages) Market-Based Promotions Media “Tie-Ups” Public Relations and Communications Travel Distribution System 14 Multi-Front Attack/Balanced Approach l.TARGETING & RESPONSE

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15 Driving Response and Conversion l.TARGETING & RESPONSE

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16 Integrate around Brand and Customers 1. Targeting and Response Marketing must be increasingly targeted, highly interactive and response/transaction oriented 2. Global Marketing Initiatives Set THE STANDARD in all strategic initiatives INTEGRATED MARKETING

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Lifestage/Lifestyle Marketing Interactive, Market-Based Promotions Ke Kula ‘O Hawai‘i Travel Agent Development 24/7 Customer Relationship Management System Strategic Partnerships THE Hawai‘i Web Portal Comprehensive Knowledge Bank 17 Key Programs for Continued Success 2.GLOBAL MARKETING INITIATIVES

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18 Integrate around Brand and Customers 1. Targeting and Response Marketing must be increasingly targeted, highly interactive and response/transaction oriented 2. Global Marketing Initiatives Set THE STANDARD in all strategic initiatives 3. Industry Leadership Provide a proactive, stable market planning base for Hawai`i travel industry INTEGRATED MARKETING

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Innovate in destination marketing Involve sellers/suppliers in planning Integrate HVCB Central/Chapters/Industry marketing -- leverage diversity of brand identities Incorporate necessary lead time for co-op 19 Leadership and Lead Time 3.INDUSTRY LEADERSHIP

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RE-THINK what we do RE-CONCEIVE what we offer RE-INVENT who we are 20 Build and Innovate on Success CONTINUOUS EVOLUTION

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E Ho‘oulu Pono Kakou I Ko Mua “Let’s Shape the Future With Care - Together”

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MAHALO NUI LOA