Integrated Marketing

The Hawaii Tourism Authority iPhone App

Background

The Hawaii Tourism Authority (HTA), the state’s official tourism agency, sponsors more than 100 festivals and events statewide that help drive visitors and demand to Hawaii. In 2006, the Post-Arrival Promotional Campaign for Hawaii’s Festivals & Events was developed to leverage HTA’s mission to promote and market the State of Hawaii as a visitor destination.

In 2011, HTA contracted Bright Light Marketing to continue, improve and expand upon the campaign with new and innovative ideas to better enhance visitors’ experiences in Hawaii as well as reaching out to local residents to drive traffic to the festivals and events in every county.

Creative Approach

With the popularity and use of smartphones increasing rapidly around the world, Bright Light Marketing incorporated a new component to the festivals campaign that has never been used before: mobile marketing.

Bright Light Marketing came up with the idea to launch the very first iPhone app for HTA, which would serve as a directory of more than 100 of HTA’s sponsored festivals and events statewide. Bright Light Marketing subcontracted one Hawaii’s best mobile app developers to program an app that would be fun and easy to use for visitors and locals, and also incorporate GPS technology so that the user would be able to pull up events closest in distance to wherever they are in Hawaii and also find directions on how to get there.

In addition, Bright Light Marketing developed a strategic public relations and social media plan to get the word out about the app and ultimately generate downloads.

Results

The Festivals of Hawaii iPhone app was launched on August 4, 2011, and within hours, thousands of downloads were generated. Bright Light Marketing shared the direct link to download the app on iTunes via Facebook and Twitter and generated more than 500 clicks on the download link within an hour.

Media coverage was generated in more than 250 local and national print, broadcast and online media outlets, resulting in a surge of immediate downloads on iTunes.

The new Festivals of Hawaii iPhone app generated extensive buzz and comments online from the public demanding for an app to be launched for the Android phone.

Community Relations

Pū‘ā Foundation

Background

More than 125,000 pages of Hawaiian-language newspapers were printed from 1834 to 1948, and 75,000 pages were archived as digital images. For 10 years, Awaiaulu, a local non-profit organization, strived to make these historic newspapers accessible via the Internet by hand typing each page. They could only digitize 15,000 pages due to inadequate manpower.

In 2011, Awaiaulu launched the ‘Ike Kūʻokoʻa Initiative seeking 3,000 volunteers from around the world to help bring these historic Hawaiian language newspapers to the Internet in eight months.

One of its partners and sponsors, Pūʻā Foundation, commissioned Bright Light Marketing to spearhead the public relations efforts of the initiative and to help get the word out.

Creative Approach

With a very limited budget and no money for advertising, Bright Light Marketing developed a creative strategy using only earned media to communicate the importance of the initiative in order to generate registrations for volunteers.

Bright Light Marketing worked with Awaiaulu and Pū‘ā Foundation to stage a celebration of the launch of the initiative at ‘Iolani Palace on Lā Kūʻokoʻa (Hawaiian Independence Day) with lots of laptops available along with WiFi for attendees to register to volunteer for the project on site.

Bright Light Marketing distributed a news release about the initiative and media advisory inviting members from the community and print, broadcast and online media to attend the launch event.

Results

As a result of Bright Light Marketing’s efforts, more than 200 community members along with nearly 10 reporters from Hawaii’s mainstream media outlets attended the launch event. Media coverage was generated on all three of Hawaii’s TV stations Hawaii News Now, KHON and KITV; Honolulu Star-Advertiser; Associated Press; and other online and print media.

The Associated Press story went national and generated calls from interested volunteers from countries around the world including Japan, Holland, and United Kingdom.

More than 1,300 volunteers were registered by end of day of the launch, exceeding Awaiaulu’s goals for the month. According to Awaiaulu, the project may be completed way ahead of schedule in less than eight months.

Community Relations

Hawaiian Springs Water

Background

Hawaiian Springs Water, a natural artesian water company based on the Big Island of Hawaii, has had a long track record of incorporating eco-friendly practices into its business. The product is naturally lava-filtered and sourced from a highly sustainable aquifer at the base of Mauna Loa, uses local materials wherever possible to reduce waste in the production process, and sponsors organizations committed to the preservation of the environment, such as Maui Nui Botanical Gardens and Friends of Hanauma Bay.

In 2011, the company decided to create an initiative specifically dedicated to the conservation of native Hawaiian plants. Dubbed “Preserving Paradise,” Hawaiian Springs asked Bright Light Marketing to assist in developing a launch plan for this worthy and important cause.

Creative Approach

Selecting and building buzz around the right opportunity proved key in this challenge. In partnership with the Hawaii Plant Extinction Prevention Program, Hawaiian Springs worked to protect the last known wild nanu (gardenia brighamii) on Oahu. The significance of saving this rare species had a special connection to Hawaiian Springs, as it is one of three native flowers showcased on the company’s water bottles.

Bright Light Marketing reached out to the mainstream media to increase public awareness of the flower’s plight as well as the Preserving Paradise initiative, as well as environmental groups and food-and-beverage publications, to spread the word of Hawaiian Springs’ efforts.

Results

The launch of Preserving Paradise and the nanu protection project was covered in print and television media and continues to gain momentum, as Hawaiian Springs now features its emblem on all water bottles. Along with supporting news releases and interviews, the brand is being recognized not only for its superior quality but its commitment to the environment.

Community Relations

Aloha for Japan

Background

The massive earthquake and tsunami that devastated Japan on March 11, 2011 spurred fundraising and relief efforts worldwide to help the hundreds and thousands of victims affected by the disaster. In Hawaii, a team of young, local clothing designers produced “Aloha For Japan” t-shirts that sold for $20 each. All proceeds from t-shirt sales would benefit relief efforts for Japan.

The t-shirts sparked interest from key business, community and political leaders and movers and shakers who all offered their help to support the brand. What started off as a small t-shirt fundraiser evolved into a statewide campaign to raise $1 million to be donated to the American Red Cross and Japan Red Cross Society.

Hawaii Tourism Authority President Mike McCartney called on Bright Light Marketing to assist with publicity efforts to help drive t-shirt sales.

Creative Approach

Bright Light Marketing staged an event in the heart of Honolulu’s business mecca, Tamarind Park at Bishop Square in Downtown, during the primetime lunch hour to promote the campaign and sell t-shirts. All four of Hawaii’s major financial institutions American Savings Bank, Bank of Hawaii, Central Pacific Bank and First Hawaiian Bank participated with representatives onsite to collect donations and hand out t-shirts.

A partnership with Clear Channel Communications was pursued so that the radio stations would provide radio personalities to emcee the event and local musicians to entertain attendees.

In addition, Bright Light Marketing secured pre-publicity interviews with the media leading up to the event date, to generate interest and drive traffic to the event.

Results

Extensive media coverage of the event and campaign was generated in print, online and broadcast media. “Aloha for Japan” became a trending topic on social media outlets such as Facebook and Twitter, and also a recognizable brand in Hawaii that could be seen almost every where.

The campaign exceeded its goal six-fold. To date, more than $6 million was raised for the disaster relief efforts for Japan.

Integrated Marketing

Hawaiian Host 80th Anniversary Celebration

Background

Hawaiian Host, one of Hawaii’s premier candy makers, wanted to celebrate the 80th year of the original chocolate-covered macadamia nut. Bright Light Marketing created two anniversary promotions. The first, an online trivia and radio promotion with KSSK, the highest rated radio station in the islands, was designed to emphasize the company’s long history in the islands. The second launched a new product line, while highlighting the 80th year of Hawaii’s favorite gift to the world.

Creative Approach

Bright Light Marketing utilized an integrated marketing approach, comprised of public relations, advertising, online marketing, and special events to celebrate the 80th year of the chocolate-covered macadamia nut.

The 80th Anniversary Trivia Contest on KSSK radio invited listeners to enter a trivia contest to win a trip for two to Las Vegas (Hawaii residents favorite vacation destination). In addition to contest and 80th anniversary announcements, publicity included two television news features on the 80th anniversary and the chocolate macadamia nut factory; full-page feature in the Food section of the Honolulu Advertiser; and an appearance of the contest winner and Hawaiian Host representatives in the highly rated Perry & Price radio show.

The second promotion offered a Willie Wonka style Golden Ticket Giveaway with 60,000 Golden Tickets placed on snack-easy bags in six macadamia nut flavors. Each Golden Ticket contained a computer code, which holders could enter at www.hawaiianhost80.com. The grand prize winner would be chosen randomly from 80 winning codes. Bright Light Marketing worked with Hawaiian Host’s advertising agency to promote the contest with TV and print buys. Bright Light secured a cover story on Hawaiian Host’s new board president and the Golden Ticket promotion in MidWeek, which boasts the largest print circulation in the State; and stories in print and online, media. A Hawaiian Host Chocolate Macadamia Nut Day celebration, another publicity opportunity, was held at Hawaii’s largest shopping mall, Ala Moana Shopping Center, with entertainment, prize giveaways, and the announcement of the Golden Ticket grand prize winner.

Results

The integrated marketing approach expanded the promotional reach of the anniversary celebration and enhanced Hawaiian Host’s image and product awareness in a highly competitive market.

Media Event

Hank’s Haute Dogs

Background

After closing his nationally acclaimed Trio restaurant in Chicago, noted restaurateur Henry “Hank” Adaniya moved to Oahu with a vision of filling a void in the islands by offering two contrasting elements, luxury and fast food, with one simple item: gourmet hot dogs. Hank asked Bright Light Marketing to ready Hank’s Haute Dogs for a June 2007 opening. The budget was small and so was the restaurant located in the backstreets of Kakaako.

Creative Approach

Along with flyers, news releases, media pitches, and press kits, Bright Light Marketing planned and coordinated a series of special media preview parties over a five-month period, geared towards food, style, and travel writers, television personalities, and Japanese media. Bright Light Marketing also tapped into the new media industry by inviting food bloggers to the events. One of the special media events featured Bravo’s Top Chef finalist Dale Levitzky to announce more weekend hours and “Haute Nites” to kick off night hours for the restaurant.

Results

Hank uses no advertising, relying purely on public relations for branding and promotions. The media events generated extensive coverage in print, broadcast , and online media “We’re probably the most written-about restaurant in Honolulu,” says Hank. On opening day, when KHON2/Fox Morning News (the highest-rated network morning news in Hawaii) featured Hank’s Haute Dogs, the restaurant sold out by 12:30 noon, experiencing 200-300 percent more sales than projected. Residual effects from the initial publicity efforts are still being felt, with sales increasing 20 to 30 percent each quarter.