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Tuesday, May 7, 2002


art
WWW.FILMKAUAI.COM
The Kauai Film Commission's home page features shots of different island locations.




Kauai commission
films new take on
marketing campaign

A new Web site, brochure
and ads are among the changes


By Anthony Sommer
tsommer@starbulletin.com

LIHUE >> Kauai Film Commissioner Judy Drosd went out and got herself a face-lift and she's proudly showing it off.

Drosd has developed an entirely new look for the Kauai Film Commission's marketing materials including a new Web site, brochure and ads for trade magazines.

A few weeks ago, the new Web site (www.filmkauai.com) took first-place honors at the Association of Film Commissioners International convention in Santa Monica, Calif. A total of 203 film commissioners from around the world entered their Web sites.

The Kauai Film Commission helps more than movie and television production companies. A wide array of television commercials are shot on Kauai, as are magazine advertisements. Publications ranging from fashion magazines to catalogs also find locations through the Film Commission.

The face-lift is actually a new wrapper for the commission's old Web site, which had already had won numerous awards for its many 360-degree panoramic views of island locales.

The update includes an introduction made of clips from movies filmed on Kauai ranging from the very famous -- such as "Jurassic Park" and "South Pacific" -- to the very obscure -- such as "Castaway Cowboy."

It also includes a searchable database of everyone in the film industry both on Kauai and throughout Hawaii. Just type in a keyword such as "grip" or "gaffer" and get a list.

Another new feature allows producers and directors to ask for pictures of possible settings for films. Drosd maintains an enormous library of photographs that are digitized. In most cases she responds to a request for pictures the same day.

The entire package -- including the Web site, brochure and trade magazine ads -- was put together Kauai-based Tsunami Marketing, which has engineered past commission campaigns.

"We've won most of our awards from work we've done for the Kauai Film Commission," said Tsunami owner Robert Reckard. "The thing about Judy Drosd is she gives us the freedom to do our best.

"Some clients come in with a preconceived notion of what they want and micro-manage the whole process," Reckard said. "Frankly, we purposely underbid jobs for Judy just because we like working for her."

The accompanying brochure is co-sponsored by the Kauai Visitors Bureau and contains the work of several Kauai photographers including David Boynton, Nick Galante and Keith Karasic.

"If it was 56 pages, you could sell at as a coffee table book at Borders," Reckard said. "David (Boynton) may not admit it, but I'm sure he underbids the work he does for Judy, too, just because he likes the way she uses his pictures."

Drosd said the "new look" was needed because in just the past two years the competition from places offering jungle locations -- such as Australia, Mexico, Puerto Rico and Thailand -- has become fierce.

"Our competition has skyrocketed over the past two years," she said.



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