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TheBuzz Erika Engle |
Spinning the wheel of fortune
is not always a gambleHilo Hattie's online store got a hit on the syndicated game show "Wheel of Fortune" during last week's Hawaii week promotion.
The show gave contestants chances to win trips to the islands and other Hawaii-kine prizes, including a $1,000 shopping spree at HiloHattie.com .
"We've done it before with them ... but this is the first time somebody actually landed on it," said Liza Inouye, manager of the online store.
To win a prize, a contestant must spin to its pie piece on the wheel and then guess a letter that appears in the puzzle. Hilo Hattie has been on the wheel before, but this is the first time its prize has been won.
"It's pretty exciting," said Inouye.
The cyber store is ranked No. 9 of Pomare Ltd.'s 13 Hilo Hattie stores, according to Carlton Kramer, vice president for sales and marketing. And it's the fastest-growing, he said.
Because of the hit on the wheel, HiloHattie.com got a 15-second commercial during "Wheel" as one of those prizes "provided for promotional consideration," per standard game show disclaimer verbiage.
And to think it all started with a few dresses, macadamia nuts and coffee.
In the late 1990s, when Hilo Hattie executives learned the show would tape several episodes at the Hilton Waikoloa Village Resort, the company sent island goodies wrapped in 5 dresses to letter-turner Vanna White. The company's desire was to sponsor her fashions for the week in Waikoloa.
"Then word came back she was going to use an exclusive dress designer," Kramer said.
"She got to the Big Island to do filming for the promotion and her dresses weren't ready. She remembered the (Hilo Hattie) dresses and she showed up at the Hilo store."
The Hilo crew knew of the company's desire to outfit the star and hooked her up.
"Ever since, we've had a relationship with Wheel of Fortune," Kramer said.
And White has donned Hilo Hattie attire during each subsequent visit.
"Every time she's worn our garments our phones go crazy," said Kramer. "She just has such a following."
Hilo Hattie has been the official retailer for other TV shows, such as "Destination Stardom" and "Baywatch," providing clothing and accessories for the stars.
Getting Hilo Hattie clothing on celebrities is a regular part of the company's promotional efforts.
"At times we've dropped off garments at hotels for celebrities in town, unsolicited," Kramer said. "When you can get a celebrity to wear your garments it does wonders for your brand," he said.
See the Columnists section for some past articles.
Erika Engle is a reporter with the Star-Bulletin. Call 529-4302, fax 529-4750 or write to Erika Engle, Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210, Honolulu, HI 96813. She can also be reached at: eengle@starbulletin.com
