3 days ago
Inside the $6 million marketing campaign aimed at Maui's tourism recovery
Christine Hitt
With Maui's visitor arrivals still 21% below prepandemic levels, the Hawaii Tourism Authority (HTA) and the Hawaii Visitors and Convention Bureau (HVCB) released details about a new $6 million marketing campaign aimed at supporting Maui's tourism recovery.
The campaign features a national wholesaler program, an initiative that prioritizes selling Maui vacation packages, and doing so through partnerships with ALG/Apple Vacations, Classic Vacations, Costco Travel, Pleasant Holidays, Delta Vacations and Expedia. The wholesaler program requires exclusive consumer offers of a minimum 20% in value (such as fifth night free) to incentivize bookings. Wholesalers need to provide a 1:1 match of the HTA's investment, meaning they essentially double their marketing budget with the HTA's support. Marketing efforts include targeted campaigns showcasing Maui to specific destinations through media, social media and PR efforts.
Additionally, the HVCB will be "amplifying its Hawaii Special Offers Program with conversion-focused paid and owned media and supporting the Maui Nui Kakou Multi-Market initiative," which includes a "Maui Week" campaign airing across 15 key markets. The "Maui Week" campaign is a takeover of lifestyle morning shows across the continental U.S. that spotlights five Maui properties over five days. Some of the key markets include Los Angeles, San Francisco, Chicago, New York and Portland.
"It is indeed a privilege to lead this effort alongside our government partners, the visitor industry, and community voices," HVCB CEO Aaron Sala said in a news release. "With urgency and clear intention, we are working to deliver meaningful results for Maui's families and local businesses. This campaign is an important initial step in addressing an immediate need. Our larger journey continues — shaping the way we welcome people into relationship with Hawaii in ways that honor both community and place."
The campaign was funded by the $6.3 million released by Gov. Josh Green in February for the purpose of boosting Maui's recovery efforts and increasing the number of visitors to the state overall.
