Marketing Review - Spring 2008 - (Page A16)

P U B L I C R E L AT I O N S CONVENTION BUREAU/ DESTINATION HAWAII VISITORS AND CONVENTION BUREAU Hawaii Visitors and Convention Bureau>TOP CHEF: Hawaii Season Finale OF PUBLIC RELATIONS Client Team: Hawaii Visitors and Convention Bureau>Darlene Morikawa Agency Team: McNeil Wilson Communications>Nathan Kam Michael Ni ACCOUNT EXECUTIVE SITUATION:Research defining the characteristics DIRECTOR VICE PRESIDENT; >Portray the Hawaiian Islands as a serious culinary destination with offerings such as farmers’ markets, fine dining, gourmet food stores and food festivals. STRATEGY:Bravo Network’s hit culinary reality show, TOP CHEF, was identified as the ideal television opportunity to deliver Hawaii’s culinary message to a large audience of potential travelers who fit the desired demographic. Once securing BRAVO to film its second TOP CHEF season finale on Hawaii’s Big Island, the agency directed a collaborative effort to recruit partners. Working with producers on story development, segments were created to showcase attributes the avid traveler seeks: Hawaii’s beauty and culture, unique regional cuisine and diverse agriculture. The agency also organized scout visits and travel logistics for the cast, crew and guest judge, Hawaii chef Alan Wong. RESULTS: At a low cost of $60,000, Hawaii got of the Hawaii traveler revealed that the culinary experience plays a big role in the decision to visit. Ten years ago, travelers would not have considered Hawaii as a destination for world-class food and dining experiences. Today, with the help of awardwinning chefs such as Alan Wong and Roy Yamaguchi, Hawaii is on the culinary map, contending with other destinations around the world. OBJECTIVE: Achieve relatively low cost, high qual> ity editorial exposure for the destination on a popular national television show that would showcase Hawaii in a light other than sun, sand and surf; reach the desired avid traveler demographic with a story angle that is enticing. prime editorial exposure on a popular national television show. From a tourism marketing standpoint, TOP CHEF showcased Hawaii exceptionally in its two-part finale, highlighting its rich culture, natural beauty, cuisine, agricultural offerings and local celebrities and chefs. Having aired in January 2007, the episodes were ideally timed to promote the destination leading into the spring shoulder season. >Hawaii’s Big Island welcomed 432,073 North American visitors in the spring shoulder season, an 11% increase from 2006. >A record 5.5 million viewers tuned in for TOP CHEF’s two, one-hour finale episodes, which were re-aired more than 35 times. The more than 40 hours of airtime on Bravo Network equates to more than $8.4 million worth of coverage. > NBC Universal and News Corp. launched Hulu.com, an online site to distribute television content, making TOP CHEF episodes free to Internet users, further increasing viewership. Photos courtesy of Bravo Network The two finale episodes were re-aired more than 35 times, equating to more than $8.4 million worth of coverage. A-16 HSMAI ADRIAN AWARDS COMPETITION

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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