Isle entertainers
to sing Hawaii’s praises
Hawaii's visitor industry plans to spur demand for travel during its off-season by using a concert tour, Aloha Live!, to sing the state's praises in 20 of its top visitor markets in the U.S. East, U.S. West and Canada.
The Hawaii Visitors and Convention Bureau has teamed up with World Sound LLC and United Vacations to produce the tour and market wholesale tour packages to Hawaii. Island entertainers Willie K., Amy Hanaialii Gilliom, Robi Kahakalau and Sean Naauao will perform their signature music during the event from July 29 to Aug. 25.
The summer concert series is designed to use Hawaiian music to influence people in the tour markets to come to Hawaii, said John Monahan, HVCB president and chief executive officer.
"It speaks of the romance and beauty of our Island lifestyle in a way that connects emotionally with people. It's very appealing and can clearly influence travel decisions," Monahan said.
Jay Talwar, vice president of marketing for HVCB, said that the tour's entertainers, who will be briefed on all the things to see and do in Hawaii, are excellent ambassadors of the aloha spirit and will bring presence and personality to the state's marketing efforts.
"Research shows that the people of Hawaii are a key visitor draw. Just look at the success of Jasmine Trias," Talwar said. "We hope that Aloha Live! will ride the extra wave of popularity she generated for the state."
Trias, who captivated the nation in her run up to third place in "American Idol," came to light as a result of the Honolulu Audition Show that was brought to Hawaii by HVCB.
Aloha Live! is targeted to hit almost all of Hawaii's top source markets, including San Diego; Los Angeles; Orange County, Calif.; San Francisco; Las Vegas; Sacramento, Calif; Seattle; Vancouver, British Columbia; Salt Lake City; Phoenix; Houston; Dallas; St. Louis; Denver; Chicago; Detroit and New York.
"We'll have a presence in each city that we can enlarge upon to reach the broader community through related advertising, public relations, promotions and online marketing," Monahan said.
The tour paves the way for HVCB regional advertising and publicity campaigns that will follow in September, and is timed to spur travel demand during the state's softer fall season.
Tour wholesaler United Vacations also will sponsor several travel promotions. Together with Starwood Hotels & Resorts Hawaii, the Milwaukee-based wholesaler is providing a vacation giveaway in each city, which will be incorporated into the tour's promotional materials. Each vacation giveaway will include air, a Starwood Hawaii hotel stay and an economy car rental. Each winner also will receive a free "Gold Card" coupon book from the Activities & Attractions Association of Hawaii.
"We are pleased to be involved in this program and believe this is just another way to introduce or reinforce to potential customers why Hawaii is truly a special place," said Rick Karnes, vice president and general manager of United Vacations.
Aloha Live! brings the added benefit of promoting Hawaii's music industry, an act that has won support for the concert tour from the Arts, Film and Entertainment Division of the state Department of Business, Economic Development & Tourism.
The State Foundation on Culture and the Arts and the Western States Arts Federation, along with the National Endowment for the Arts, are also underwriting several community activities the touring artists will engage in during their travels on the mainland.
"It's great that HVCB recognizes the unique resource we have in our local musicians and recording industry," said Judy Drosd, chief officer of the Arts, Film and Entertainment Division.