The Hawaii Visitors and Convention Bureau is targeting the West Coast with a new 60-second television commercial.The commercial, "We Are Hawaii," was filmed on Kauai, Oahu, Molokai, Lanai, Maui and the Big Island. It begins with images of lava in the sea and points out features of each island, the HVCB said.
"With competing destinations and cruise ships advertising so heavily in our key markets, it's imperative that we have a presence on TV," said Roberta Rinker-Ludloff, HVCB vice president of marketing.
The campaign will start in Los Angeles Monday, followed by Seattle and San Francisco.
A second version contains 15 seconds for an advertising partner. The first two weeks of the campaign in Los Angeles will be sponsored by Hawaiian Airlines. In late February, the commercial will be cosponsored by United Airlines.
The ads also will air in Seattle and San Francisco.