Hawaii Tourism Authority looking at use of sports logo
Hawkeye Sports & Entertainment, the Hawaii Tourism Authority's first sports marketing contractor, is advocating the use of an "Active Hawaii" logo to improve Hawaii's global sports image.
The logo, which is the letter H formed with two swirling lines that suggest motion, is meant to establish Hawaii as a haven where outdoor adventurers, urban escapists, endurance participants and warm-weather enthusiasts can find the active lifestyle that they crave.
If approved by the HTA, the logo would be leveraged to form the centerpiece of corporate and media partnerships, event platforms and licensing programs.
There's tremendous competition for dollars and play in the burgeoning sports tourism industry, said Mike Story, the Hawaii Tourism Authority's sports events manager.
"We believe that this strategy will help position us to capture more active-lifestyle tourists," Story said.
The HTA selected Hawkeye in November and paid the mainland marketer $100,000 to spend five months researching the potential for sports marketing in Hawaii's tourism plan, Story said.
Hawkeye has developed a preliminary sports marketing plan.
It will negotiate further funding with the HTA and set a budget in June, Story said.