Hawai‘i Tourism Europe Stakeholder’s Meeting, March 1, 2011 Spring Update Meeting, March 2, 2011
News at HTE •
As of February 1, 2011 AVIACIRCLE with its office in London is responsible for the destination marketing, sales and PR services on behalf of Hawai’i Tourism Europe in the UK & Ireland.
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Your new HTE team for the UK market headed by Robert is: Robert Keysselitz
Sara del Nozal
Caroline Stanton
General Manager Phone: +44 207 644 6127 Email:
Account Manager Phone: +44 207 644 6127 Email:
[email protected] [email protected]
Luxury Trade Specialist Phone: +44 207 644 6117 Email:
[email protected] [email protected]
[email protected]
[email protected]
News at HTE New destination Marketing, PR and Sales agency on board in the UK who promise to strengthen your position in the UK market! “Small company values, big company resources... even bigger ideas. We are all young and dynamic and are moving with, and more often than not, ahead of the times.”
News at HTE
Benefits to you... • We are London based • We are North American destination marketing specialists – long‐standing relationships with airlines and other important potential stakeholders – Excellent media and trade contacts
Your new UK dream team...
Robert Keysselitz Managing Director
Sara Del Nozal Key Account Manager
Caroline Stanton Luxury Trade Specialist
2010 Achievements
2010 Achievements Trade/Consumer Campaigns ‐ Germany
Hawai’i promotion with FTI Touristik 600 billboards in 5 well selected German cities
Hawai’i promotion with Meier’s Weltreisen Column Poster distr. to 10,000 TAs Joint Advertising in America Journal
2010 Achievements Trade/Consumer Campaigns ‐ UK
Hawai’i promotion with Travel 2 / Travelbag Joint online campaign
Hawai’i promotion with Thomas Cook Signature Joint Advertising in You and Your Wedding
Hawai’i promotion with Bon Voyage Google Adwords campaign and Marks and Spencer Hawai’i consumer days
2010 Achievements Trade Show – POW WOW 2010
41 European appointments!
2010 Achievements Trade Mission – Aloha Up ‚n‘ Over 2010
9 October 17‐23 9 Cities: Munich, Frankfurt and London 9 230 agents trained 9 11 Hawai‘i partners: Aqua Hotels, Aston Hotel, Hilton Hawaii Hotels, Ka’anapali Beach Hotel, The Kahala, Keauhou Beach Resort, Starwood Hotels and 4 Island Chapters
2010 Achievements Public Relations & Communications Thirteen years after Hawaiian star Israel "IZ" Kamakawiwo'ole, died at the age of 38, his recording of "Over the Rainbow" has gone PLATINUM in September 2010 in Germany. His music is also inspiring a new love of the ukulele. In January 2011 the media control rankings in Germany announced: „Over The Rainbow“ is the Song of the Year 2010.
2010 Achievements Public Relations & Communications
Press clippings totalling: media value of $ 1,007,214 circulation of 4,206,101
2010 Achievements Public Relations & Communications
Clipping results from: 13 individual fam requests 76 media assistance
2010 Achievements Public Relations & Communications
Special Interest Press Clippings
Mailing of 12 press releases in UK & Germany according to defined story angles
2010 Achievements E‐Communication
Dedicated German gohawaii.com website as of December 31, 2010
Market Conditions
Europe ‐ who are we? •
We are made up by 27 member countries and 20 official EU languages!
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We have a population of nearly half a billion – we are the world’s third largest population after China and India!
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Our economy generates a GDP of over EUR 11,805.66 Billion – we are the largest economy in the world! (standard of living: Luxembourg highest, Bulgaria lowest – Germany 7th and UK 10th ranked)
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Our financial crisis led to the establishment of an euro‐rescue parachute (countries under pressure are Greece, Ireland, Portugal and Spain)
The Competition... Distance
South‐East Asia (12 hrs flight) Indian Ocean (9 hrs flight) Australia / New Zealand (26 hrs flight) South Pacific Islands (20hrs flight)
Price
South‐East Asia (USD 1,800, two weeks) Caribbean Islands (USD 1,600, two weeks)
Representation
Tourism Australia as the government agency for marketing Australia as a whole destination PLUS regional state representations like Tourism Queensland and Tourism Australia Vanilla Islands (Marketing Alliance of Mauritius, Seycelles and La Réunion for a better marketing of the Indian Ocean islands as whole ) Travel Promotion Act for USA!
European Travel Trends WE WANT…A holiday! We are Europeans, we won’t give up our holidays but in difficult times we will choose one long‐haul holiday and forgot our skiing trips, golf and city breaks...
European Travel Trends WE WANT… • Value for money • Adventure and exploration • To experience the great outdoors • Somewhere exotic • To experience new cultures • To help the planet • To shop and dine
Hawai‘i Market Share Also… check this out… The US remains the top choice for these long‐haul holidays. Hawai’i ranks among the Top 10 US Destinations. 2/3 of UK travelers are planning at least one long‐haul holiday in 2011. Every ninth German plans a vacation to a long‐haul destination in 2011. In a recent survey by Thomson Airways, Hawai’i was named the favourite long haul destination by over 75% of the participants. Signature Travel Network agents chose Hawai’i as the number 1 honeymoon destination for the BRIDES magazine survey of about 200 travel agents.
Source: FUR Reiseanalyse, Tripadvisor, Signature Travel Networks, Thomson Airways
Airlift to Hawai‘i
The Bad …
Implementation of new air travel tax from January 1st, 2011 in Germany. For short‐haul flights the tax is EUR 8, for medium‐haul EUR 25 and for long‐haul flights EUR 45 per ticket.
Outweighed by the good... New Airlift from Germany with alliance of Air Berlin and American Airlines
Non‐stop flights on the horizon! The UK’s third largest airline Thomson Airways is considering chartering a Boeing 787 direct from England to Honolulu. Thomson plans on launching flights in January 2012.
Airlift • •
For the first time since 2005 Hawai‘i Tourism Europe will cooperate with Korean Air for a joint fam trip to O‘ahu in April 2011. This is an ideal opportunity to not only push a different routing way to Hawai‘i but also to attract the cultural seekers among the consumers in providing a glimpse of the Asian culture with a stop‐over in Seoul, South Korea.
26 hrs
24 hrs
Overall Objectives • • • •
Demystify flight time Every Island is different No Tour Operator coverage – no sales Niche is opportunity
Marketing Opportunities 2011
Korean Air Fam 2011
For the first time since 2005 Hawai‘i Tourism Europe will cooperate with Korean Air for a joint TOP Product Manager fam trip to O‘ahu in April 2011. Date: April 13‐18, 2011 Island to be visited: O’ahu Tour Operator attending this fam trip:
Dertour
Product Manager Fam 2011 The Pre Pow Wow Fam Trip is postponed (Rendezvous, Memorial Day)
Save the Date: August 5‐13, 2011! Total PAX: 12 incl. 2 HTE escorts Itinerary: August 5‐8: O’ahu (whole group) August 9‐10: Kaua’i (whole group) August 11‐13: Maui and Big Island (split 7/7) Next Steps: HTE and Island Chapters to work on itinerary and finalize timing with each participating industry stakeholder.
Product Manager Fam 2011 Total PAX: 12 incl. 2 HTE escorts Anticipated Attendees:
Germany/Switzerland
UK
Aloha Up ‘n‘ Over 2011
Save the Date: October 16‐21, 2011
Aloha Up ‘n‘ Over 2011 Itinerary: • October 16, Sunday: Evening reception in Newcastle to kick off mission • October 17, Monday: Training at key call centers in the North East of England • October 18, Tuesday: Training at key call centers in London and surrounding areas and evening media event • October 19, Wednesday: Training at key call centers in London and surrounding areas • October 20, Thursday: Training at key call centers in London and surrounding areas and Travel agent evening event in central London • October 21, Friday: In‐house training on the South East of England • October 22‐23, Sat/Sun: LEISURE TIME • October 24‐25, Monday/Tuesday: Two optional mission days in Northern Germany incl. Hamburg and Hannover (1 training evening event, in‐house trainings, 1 media breakfast for Island Chapters)
Aloha Up ‘n‘ Over 2011 Save the Date… October 16‐21, 2011: UK / October 24‐25, 2011: Germany (optional) Participation Fee = tiered fee structure depending on # of participants:
6 partners = USD 5,900 8 partners = USD 4,400 10 partners = USD 3,500 Participation Fee for two optional days in Germany: USD 1,500 Travel Expenses for flight and hotels: ca. USD 3,500 United Airlines kindly supplies special airfare to and from Europe
Want to get involved? Email Christine!
Find the ideal partner…
2011 Airline Fall Campaigns Hawai’i Tourism Europe will continue to provide proposals for the airline coop campaigns and will here work together with the following tour operators. Please let us know when you have any other tour operators in mind where you would like to see a cooperation campaign going.
Use the news…
2011 Trade, Media & Consumer News Quarterly newsletter to 5,000 major trade and consumers contacts incl. updates on the different islands, attractions, hotels, etc.
Promote your hotel/attraction with a 100‐word copy and 1 image or logo in our newsletter! We’ll include it on the website and in press releases too!
We want your news to use – keep us posted!
Out of the box 2011
Just go with it!
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This mailing is currently sent to 3.3 million consumers every month (Hawai’i included in Feb. edition).
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Promotion tools: Inclusion of prize draw to win a trip to Hawai’i on monthly point score statement mailing as well as online.
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Partners: Kaua’i Beach Resort sponsoring a 5 night‐stay
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Hawai‘i Tourism Europe Contribution: n/a
Want some tea? • Time period of campaign: April 18 – June 30 • Inclusion of Hawai’i Tourism Europe & Partners: – Prize draw page on www.teekanne.de – 600,000 prize draw cards – 6,000 POS displays • Partners: United Airlines, FTI Touristik, Starwood Hotels & Resorts, Hawaiian Airlines • Hawai‘i Tourism Europe Contribution: 2 international air winner tickets 2 inter island flights
On your marks, get set, go! Sponsorship of 70.3 in Wiesbaden & IM Long Distance EM (31 mio. viewership) Date: June/July 2011 Hawai’i Tourism Europe Contribution: Hawai’i Leis for the Top Ten Winners Presentation Opportunities: • Cost‐free Radio and Print PR • Distribution of collateral during the races • Inclusion of Hawai’i in the VIP and Sponsoring Area • Possible POS/mailing campaign with the new car sponsor for the German/European IM Events • Cooperation with triathlon.de, one of the biggest German‐speaking platforms for triathlon.
For bookworms! Production of a German Hawaii consumer magazine. Release date: Fall/Winter 2011 Hawai‘i Tourism Europe Contribution: n/a (advertising sales based)
The different ideas
Marketing Ideas Germany •
Brand: Porsche Target group: Focus on males, mainly professionals and senior manager with a high net income between 30 – 56 years. Hawaii supplement‐flyer in the official Porsche‐magazine “Christopherus”
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Brand: SUP Events (Stand Up Paddle Board) OluKai acts as a sponsor at certain events, ranging from small to bigger scale events all over Germany, e.g. SUP Nordbad Contest, JEVER SUP World Cup Hamburg Tour and German SUP Challenge (sponsored by RipCurl) Hawai’i Lei Sponsorship for winners, banners, flags Sponsored trip to the OLUKAI HO’OLAULE’A Event
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Brand: Hawai’i “Share Aloha” Based on the concept of “Best Job of the World”
Perfect Matches (B2C) Virgin Active Gyms Objective – Promote Hawai’i as the ultimate beach body destination Target group ‐ ABC1, high net worth individuals‐ Target one of multiples of gyms/fitness centres in London’s financial districts . (The City and Canary Wharf) Strategy ‐ Run a month long campaign before summer to promote health and weight loss through a competition which sees members having to reach a target to win a holiday of a lifetime to Hawai’i Tactics – In‐gym promotion. Promotion to members online, via direct/club mail and through social media channels
We Travel Agents! (B2B) Objective – Target travel agents in areas across the UK who’s customers are most likely to want to visit Hawai’i. Target group – Travel Agents in High Disposable income areas Strategy ‐ Produce a ‘How to Sell’ guide to Hawai’i with calls to action to tour operators selling Hawai’i. Tactics – Distribute the guide via one of the travel trade publications such as Selling Long Haul.