HAWAI‘I TOURISM ISSUES MARKETING RFP

The Hawai‘i Tourism Authority, hereinafter referred to as the “Authority” or “HTA,” is issuing this request for proposals (RFP) to seek inbound destination marketing management companies capable of providing a full range of comprehensive marketing management services for the Hawaiian Islands in the Oceania market. The destination marketing management services being solicited include:

• Develop and deploy a brand management plan that will increase visitor expenditures for the Hawaiian Islands in alignment with HTA’s strategic directives;

• Integrate activities with the travel trade (retail and wholesale) and consumers through multi-faceted, traditional and non-traditional means;

• Develop and facilitate partnerships or other relationships with Hawai‘i’s visitor industry and community stakeholders; and,

• Promote Hawai‘i as a Meetings, Conventions, and Incentives (MCI) destination.

Hawai‘i Tourism Authority is a government agency established by the State of Hawai‘i in 1998, pursuant to Chapter 201B of the Hawai‘i Revised Statutes, to strategically manage Hawai‘i tourism in a sustainable manner consistent with economic goals, cultural values, preservation of natural resources, community desires and visitor industry needs. See EXHIBIT A: HTA Website References of this RFP for more information about HTA’s mission and strategic plan. As part of its marketing capacity, the Hawai‘i Tourism Authority manages branding initiatives and activities through its contractors, who leverage HTA funds by way of direct marketing, partnerships and other relationships.

Background:

Brand management is one of the HTA’s key strategic roles. Specifically, it involves the promotion of the Hawaiian Islands through HTA’s support of programs and events that deliver on the brand promise. The HTA coordinates with its global marketing contractors, visitor industry partners, travel trade, MCI partners, and community stakeholders to ensure that marketing and communications tactics are in line with Hawai‘i’s unique and distinctive products, including natural resources, Hawaiian culture, and Hawai‘i’s multi-ethnic culture.

The HTA currently contracts with nine marketing organizations worldwide in the USA, Canada, Oceania, Europe, Japan, Korea, China, Taiwan, and Southeast Asia to promote Hawai‘i in each ‘Major Market Area’ (to be abbreviated as MMA in the rest of this document). With direct HTA oversight, the marketing contractors are responsible for developing strategic brand management plans for their respective major market area. In addition, the HTA creates, manages and supports the development of unique tourism experiences such as community and cultural festivals, sporting events, natural resources, and community and cultural programs. The HTA also directly affects the visitor experience through its support of career development, visitor assistance programs, the integration of community and residents’ considerations, and a deep respect for the Hawaiian host culture. All should be considered as RFP responses are developed.

As Hawai‘i’s main economic driver, tourism is expected to provide economic benefits for Hawai‘i’s people into the foreseeable future. In 2019, the industry sustained 216,000 jobs and generated more than $17.75 billion in visitor spending and $2.07 billion in tax revenues. Tourism is the fabric that knits together jobs and income for residents, access to and from the rest of the world, and attributes of the islands – our culture, climate, natural resources, and a worldwide reputation for hospitality and aloha – that are prized by visitors and residents alike.

Scope of Work:

The Hawai‘i Tourism Authority (HTA) is soliciting proposals from qualified marketing organizations to provide Inbound Destination Marketing Management Services for the Hawaiian Islands.

Due Date:

Friday, May 29, 2020 by 4:30 pm, HST

Address:

https://bit.ly/2J1BMUi and instructional video https://bit.ly/2ZNBx5a.

Relevant agencies include Hunter PR and Clarity PR.