This case study will be a concentrated effort to explore a Marketing Strategy driving increased demand for touring and visiting the Island of Hawai\u2019i. While travel to the Islands of Hawai\u2019i is at an all time high, travel to the Island of Hawai\u2019i (often referred to as \u201cthe big island\u201d) is lacking. You will create a promotional campaign to the build the awareness and desirability for traveling to\/vacationing on the Island of Hawai\u2019i. The purpose of the case study is to investigate the many forms of promotion and understand the costs, efforts, skills and determination it takes to implement them. In your reports, you should refer to the 5 \u201cP\u2019s\u201d of product promotion (PRODUCT, PRICE, PLACE, PROMOTION & PEOPLE), clearly identifying the target market and paying special attention to the promotional part of the strategy.<\/p>\n
PRODUCT: Vacations on the Island of Hawai\u2019I; Tourism on the Island<\/p>\n
PRICE: Airfare, room, board, tours, etc.<\/p>\n
PLACE: Where should the promotions be placed?<\/p>\n
PEOPLE: Who is your target market? The target is driving demand in the consumer market place which will increase travel to the Island. The Northeast corridor of the United States is largely untapped for this market. Consider this segment as well as others you think are important.<\/p>\n
PROMOTION: The campaign. How are you going to reach and attract your target market? Discuss Hawai\u2019i\u2019s position in the market here as well.<\/p>\n
BRANDING: Create a cohesive branding program to go with your promotion<\/p>\n
Brochure or informational card (what sales people would present)
\nCreate a Tag Line
\nAdvertising: what does it look like? (seek current Hawai\u2019i promos, old\/vintage promos, competitors)
\nWebsite: what does it look like? (seek current Hawai\u2019i web, competitors)
\nCreative promotions (seek current Hawai\u2019i promos, old\/vintage promos, competitors)
\nFacebook & Social Media profile
\nWhat is their philanthropic endeavor?
\nCelebrity endorsements?<\/p>\n
Consider Guerilla marketing and unconventional techniques. Understand your market and get their attention.<\/p>\n
THE DETAILS: Travel and Touring in Hawai\u2019i<\/p>\n
The Hawai\u2019i Tourism Authority was established in 1998 and is a government agency of the state of Hawai\u2019i responsible for strategically managing the states\u2019 efforts with respect to the tourism sector of the economy in order to optimize the benefits for Hawai\u2019i while integrating the interests of visitors, the community and visitor industry. The HTA is responsible for the development, management and coordination of various plans to ensure the sustainable tourism economy and achieve the state\u2019s vision for tourism to:<\/p>\n
Honor Hawai\u2019i\u2019s people and heritage
\nValue and perpetuate Hawai\u2019i\u2019s natural resources
\nEngender mutual respect among all stakeholders
\nSupport vital and sustainable economy
\nProvide a unique, memorable and enriching visitor experience<\/p>\n
The project is focused on increasing travel to the state of Hawai\u2019i. For this project, the focus is driving demand for vacations in Hawai\u2019i as a whole without focusing on a single hotel\/airline\/tour brand.<\/p>\n
In your project, be sure to refer to the location as \u201cThe Island of Hawai\u2019i\u201d. There is a specific movement to discontinue referencing Hawai\u2019I as \u201cThe Big Island\u201d in an effort to preserve culture. And speaking of culture, you should mind the history and traditions of the Island and consider them as part of your overall marketing recommendations.<\/p>\n
The case study should be in PPT and will be handed in through Blackboard for your midterm grade. Your grade will be determined based on:<\/p>\n
Aptitude and appropriateness of your recommendations
\nClarity of your ideas and overall organization
\nUnderstanding of marketing concepts and your ability leverage marketing tools in favor of reaching the goals and objectives of the case study.
\nUse of images to convey ideas.
\nContent. Content. Content. Make sure you have a solid message and make use of sufficient research to guide the project.
\nFun factor. Make sure your submission is engaging and appeals to your audience!<\/p>\n","protected":false},"excerpt":{"rendered":"
This case study will be a concentrated effort to explore a Marketing Strategy driving increased demand for touring and visiting the Island of Hawai\u2019i. While travel to the Islands of Hawai\u2019i is at an all time high, travel to the Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-428175","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/428175","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=428175"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/428175\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=428175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=428175"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=428175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}