Hawaii Taking A Different Approach With New Campaign
The Hawaii Tourism Authority (HTA) and the Hawaii Visitors and Convention Bureau (HVCB) want to welcome travellers back to the Hawaiian Islands, but with the emphasis on connecting with the islands’ culture, giving back to the destination, and preserving it for the future, while following safe health practices.
That’s the message in a series of educational videos being played to visitors before and after they arrive in Hawaii as part of the Malama Hawaii marketing campaign, launched through a partnership between HTA and HVCB.
The campaign targets the mindful traveller – those who respect the culture and environment of the places they visit and seek to explore responsibly, to make meaningful memories through enriching experiences.
It’s an approach that’s in line with HTA’s 2020-2025 Strategic Plan and its four interacting pillars: natural resources, Hawaiian culture, community, and brand management.
The campaign messages are delivered in a variety of versions, including longer-format videos. Working together, they highlight issues relating to the restoration of Hawaii’s natural resources, perpetuation of Hawaiian culture, and how visitors can engage in these efforts:
Episode 1: Noelani Lee on Aquaculture: Malama Hawaii
Episode 2: Kiai Collier on Habitat Stewardsip: Malama Hawaii
Episode 3: Sam Ohu Gon III on Reforestation: Malama Hawaii
Episode 4: Rick Barboza on Sustainable Farming: Malama Hawaii
Brief version: A New Way to Travel: Malama Hawaii
Go to http://www.hawaiitourismauthority.org for more.