2017 brand management plan
TRANSCRIPT
2017 Brand Management PlanPresented by Andrew Koh
I. Overview of Market Situation: 2016 vs 2017
II. Marketing Initiatives & Strategies: 2017
III. Hawai‘i Experience Alignment
IV. 2017 Partnership Opportunities
Outline
I. Overview of Market Situation for 2016 and 2017
Economic Growth Rate Forecast 2017
1.88%
Unemployment RateJuly 2016
4.02%
5.626.52
0.7
-1.57
10.63
3.8
2.06 2.23.92
0.65 1.223.91 3.91
4.14
5.855.21
4.39 4.24 4.18 3.96 3.78 3.91
-4
-2
0
2
4
6
8
10
12
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Economic Growth Rate (yoy) Unemploment Rate
Source: National Statistics, R.O.C. (Taiwan)
Unit: %
I. Overview of Market Situation- Market Indicator
I. Overview of Market Situation- Market Indicator
Consumer Confidence Index
80.89
82.89
81.34
80.3779.82
78.36
80.1879.56
76
77
78
79
80
81
82
83
84
Jan Feb Mar Apr May Jun Jul Aug
Source: The Research Center for Taiwan Economic Development of National Central University
I. Overview of Market Situation- Market Indicator
Source: www.XE.com
• On August 31, 2016: 31.73 TWD per 1USD• Q4 2015 ~ Present: USD strongest since 2009
I. Overview of Market Situation-Arrival & Spending
Source: Hawai‘i Tourism Authority
0.9
-0.1
1.6
0.2 -0.3 -0.2
1.5
-3.5
-1.4
2.1
-4.1
1.8
7.8
-6.0
-4.0
-2.0
0.0
2.0
4.0
6.0
8.0
10.0
January February March April May June July
Spending
Arrival
Unit: % 2015 vs 2016 % Change
I. Overview of Market Situation- Year-to-Date July ‘16
Source: Hawai‘i Tourism Authority
• Visitor Arrivals ↑ 0.7%
• Visitor Expenditures ↑15.0%
• Per Person Per Day Spending ↑18.7%
Year-to-Date July 2016 Quick Facts
Destination Standard FIT Package Travel Time (hr) Avg. Product Price (USD)
Hawai‘i 7D4N 9.75 $1,800-3,500
Primary Competitors
Europe 10D7N 14 $1,500-3,000
Dubai 7D5N 8.75 $1,100-2,500
Australia 6D4N 9.25 $1,200-1,600
Turkey 10D7N 12.25 $1,300-1,500
Maldives 7D5N 15 $1,800-2,500
Secondary Competitors
Okinawa, Japan 4D3N 1.5 $500-700
Guam 5D4N 4.9 $700~1,000
U.S. Mainland 9D6N 11.5 $1,300-1,600
Bali, Indonesia 5D4N 5.4 $650~1,000
Thailand 5D4N 3.5 $400~800
Other Alaska (seasonal) 9D7N 9 $3,000-4,000
I. Overview of Market Situation- Competitors
• Load factor 81.9% (Jan-Jul 2016 )
• NEW Boeing 747 in 2017: 391 pax/flight
• Fuel surcharge: 130 USD (round trip)
China Airlines
Taipei-Honolulu direct flight
I. Overview of Market Situation- Airlift
II. Marketing Initiatives & Strategies: 2017
Hawaiʻi Run 2017 & Hawaiʻi Lei Festival NEW!
• Target 6,000 runners
• Loop in Consumer Brands for co-op and sponsors
• Extensively utilize Media and Social Media
• Highlight Hawaiian culture
• Bring in travel trade and Hawai‘i partners for booth participation
II. Marketing Initiatives & Strategies: 2017
II. Marketing Initiatives & Strategies: 2017
Best Hawaiʻi Couple Online Campaign NEW!
• Online campaign to show support to LGBTQ community
• Target romance segment travelers
• Participants will submit short film to gain popular votes from site visitors
• Winning couple receives a free trip to Hawaiʻi
• Major focus on Social Media & Consumer Participation
Cross-Industry MarketingNEW Brands in 2017!
Brand Category
1 Shiseido Beauty
2 Bellavita Shopping Mall
3 Swarovski Jewelry
4 Citibank Financial Institute/ Bank
5 True Fitness Fitness Center
6 Le Blé d'Or Restaurant Brewery
7 Momentum Sports Retail Store
8 Roxy Clothing
9 foodpanda Online Take-Out Delivery
10 Energy In Energy Sports Drink
11 Quiksilver Clothing
12 Alto Cosmetic
Yearlong Initiative
↑ Consumer brands HTT worked with in 2016Will pursue again in 2017
II. Marketing Initiatives & Strategies: 2017
1. Facebook Fans Page: 120,000 likes
2. Original Hawai‘i Blog: 5,000 views
3. Tumblr : 1,000 views
4. Instagram Account : 1,000 fans
5. LINE Account: 10,000 fans
6. YouTube Account: 1,000 subscribers
7. Increase exposure on PAK partners social media
II. Marketing Initiatives & Strategies: 2017
Social Media Initiative Targets
Social Media Initiatives
1. “Like” Increase for Facebook
2. Original Hawai‘i Blog
• Time Period: Yearlong
• Incorporate events such as: Kamehameha Celebration Commission, May Day on Waikīkī Beach, Food & Wine Festival, Mahalo Month, Heritage Sites of Hawai‘i, Mele Mei, Signature Events, Community Enrichment Programs
II. Marketing Initiatives & Strategies: 2017
– Year-long program
– Consumer: Rally group of 10 people to Hawaiʻi
Receive free FIT package
– Blogger: Rally group of 16 people to Hawaiʻi
Receive free FIT package, with support from travel partner participants
II. Marketing Initiatives & Strategies: 2017
Share the Aloha Program
1. Blogger FAM - 6 Bloggers
2. Media FAM - 6-8 Participants
3. Travel Agent FAM 8-10 Agents
Participants will post on social media, websites, and digital outlets
FAM tours will cover all islands
II. Marketing Initiatives & Strategies: 2017
FAM Tour Programs
• Time Period: September
• Invite 6 Bloggers - Diversify bloggers, select from different themes
• Exposure on Facebook, Instagram and blogs
• Educate on Culture & Eco-Tourism
Highlighted in all FAMs
Tie into the uniqueness of Hawaiian culture
• Media Value: US$1,000,000
II. Marketing Initiatives & Strategies: 2017
FAM Tour Programs- Blogger FAM
• Facebook: 3 posts daily
• Facebook: 2 live broadcasts
• Blog Articles: 4
Become Aloha Ambassadors for the Share the Aloha program
II. Marketing Initiatives & Strategies: 2017
FAM Tour Programs- Blogger FAM
• Time Period: April
• Collaborate with well-known media teams with a
primary focus on TV travel shows
• 2017 media focus on
outdoor adventures and resort lifestyle
• Visit multiple islands for each media FAM
• Est. Media Value: US$1,200,000
II. Marketing Initiatives & Strategies: 2017
FAM Tour Programs- Media FAM
• Time Period: December
• Invite new PAK partners
• Visit multiple Islands
• Educate agents on new sites, hotels, packages
• Estimated 10 new products to be developed the next year
• Encourage exposure on Travel Agents official Facebook page
II. Marketing Initiatives & Strategies: 2017
FAM Tour Programs- Travel Trade Agent FAM
ITF (International Travel Fair)
• Time period: Early November
• Invite 8 PAK agents to sell Hawai‘i products
• Promote 4 major islands: design, events
and promotional videos
• 2015 Attendance: 350,000
• 2017 Projected Attendance: 400,000
II. Marketing Initiatives & Strategies: 2017
Trade Show
III. Hawai‘i Experience Alignment
Event in Hawai‘i HTT Promotions
Kamehameha Celebration Commission
Social Media, Newsletters
May Day on Waikīkī Beach Social Media, Newsletters
Food & Wine Festival Social Media, FAM Tours
Mahalo Month Social Media, Creative Theme Campaigns
Heritage Sites of Hawai‘i Social Media, FAM Tours
Mele Mei Hawaiian culture placement in the events & campaigns such as ukulele, hula, seminars, décor, etc. Incorporate in Newsletters, Seminars, Social Media
Signature Events Social Media, Newsletters, Seminars, Creative Campaigns
Community Enrichment Programs Social Media, Newsletters, Seminars
III. Hawai‘i Experience Alignment
IV. 2017 Partnership Opportunities
IV. 2017 Partnership Opportunities
Campaign/Initiative NamePeriod
Identify Start and End Date)Cost of
ParticipationMeasures with Targets
1. Travel Trade & Research & Product
Seminars, Workshops and Sales Call Yearlong None Major 30 tour operators
PAK Product Yearlong None1 uniform PAK product created for each theme with minimum 3 groups generated
Market Research Survey at Trade Shows May, November None Research report
2. Hawaiʻi Creative Theme Campaign
Hawaiʻi Run x Hawaiʻi Lei Festival May TBCTarget 6,000 pax; Media exposure: USD1,000,000
Best Hawaiʻi Couple Online Campaign January to April NoneReach: 10,000 pax; Media exposure: USD1,000,000
Share the Aloha Campaign Yearlong NoneOver 2,000 pax generated
through the incentive program
Cross-Industry Marketing with Brands Yearlong Campaign SpecificOver 5 major brands in cooperation
IV. 2017 Partnership Opportunities
Campaign/Initiative NamePeriod
(Identify Start and End Date)Cost of
ParticipationMeasures with Targets
3. Social Media Campaign
“Like” Increase for Facebook Fans Page Yearlong NoneTarget fans number at 140,000 Likes
Original Hawaiʻi Blog Yearlong None Target daily traffic at 5,000 views
Tumblr Development Yearlong NoneTarget daily traffic to 1,000 views
Blogger Program Late August None Media exposure: USD600,000
Instagram Account Development Yearlong None Target fans number at 5,000
LINE Account Development Yearlong None Target fans number at 20,000
YouTube Account Development Yearlong None Target Subscribers to 10,000
New Hawaiʻi Collaterals MayDetailed Info upon
request200,000 guide book production
Ma'e Ma'e - Culture Integration Yearlong None Hawaiian culture placement in the events & campaigns
IV. 2017 Partnership Opportunities
Campaign/Initiative NamePeriod
(Identify Start and End Date)Cost to Participate Measures with Targets
4. Familiarization Tour Program
Fam Tour (Media) April Open for Sponsorships6-8 media personnel; Media
exposure: USD1,200,000
Fam Tour (Blogger) September Open for Sponsorships6 bloggers; Media exposure:
USD1,000,000
Fam Tour (Travel Agent) December Open for Sponsorships 8-10 agents
5. Travel Show
ITF (International Travel Fair) Early November None8 agents participation, Media
exposure: USD500,000
Mahalo Nui Loa!