RON KIYABU, COURTESY OF HVCB A picture of two fishermen preparing their boat to look for tako in Kaneohe Bay is part of a new Hawaii tourism campaign.

HVCB campaign exhibits locals’ photos

The marketing effort is designed to give visitors authentic images

Two fishermen preparing their boat to look for tako, framed by the beauty of the Koolau range and Chinaman's Hat, are among the diverse images of Hawaii that are central to the Hawaii Visitors and Convention Bureau's fall "Picture Hawaii" marketing campaign.

The HVCB's newest campaign, which runs from this month to December, is built around an online collection of photos submitted by Hawaii residents in response to a call from HVCB to share how locals live and play in the islands. The promotion is targeting a new breed of Internet-savvy, blog-reading consumers who use technology not only to book their travel but to find out about which destinations they would like to visit. It's also designed to provide visitors with the authentic images of Hawaii that they crave.

"Our research shows that visitors appreciate knowing what residents like to experience and they get more enjoyment in Hawaii from the more activities that they do," said Jay Talwar, HVCB's vice president of marketing. "We need to take them beyond the image of Hawaii as a sun, sand and surf destination."

The shoulder-season promotion expands upon the marketing ideas HVCB used in last year's successful Dream Vacation contest, which drew 138,000 unique visitors to HVCB's Web site and enticed 56,000 of them to participate in the contest and plan a trip to Hawaii, Talwar said.

EVAN RAPOPORT, COURTESY OF HVCB Evan Rapoport's photo of a sunset at Chain of Craters Road on the Big Island took 20 to 30 shots to perfect. It is now part of a new campaign by the Hawaii Visitors & Convention Bureau.

"If we can get them to our Web site, they are getting far more information than we can give them in a 30-second TV or radio spot," Talwar said.

Visitors to this year's contest site, www.GoHawaii.com/ picturehawaiicontest, can click on photos to learn about activities or areas of interest in Hawaii. They can use the pictures to build an online photo album and enter to win a free trip to Hawaii. HVCB has outfitted its Web site with a special interactive vacation-planning tool that lets visitors see the activities, attractions and only-in-Hawaii experiences shared by residents.

"Fall is a wonderful time of year to be in Hawaii, and we believe that our newest marketing tool will spark added interest because it is based on what residents enjoy," said John Monahan, HVCB president and chief executive officer.

"And, best of all, it's all brought to consumers by the people of Hawaii."

The winning image of the fishermen, shot by Ron Kiyabu of Salt Lake, was just one of more than 8,000 provided by Hawaii residents to help HVCB teach tourists about the diversity of the state.

"My photo is really about old Hawaii," Kiyabu said. "Originally, I had planned to take another shot of the area. When the fishermen came, I thought that they had ruined my photo. The shot that I took was really an afterthought, but I think it conveys how I feel about Hawaii and the beauty of this place."

A winning beach shot from Arjuna Lowther of Kailua shows the surreal side of Hawaii's tropical beauty as seen during a storm.

"Hawaii is pretty versatile. It's not just sunny beaches. It has a different side and I wanted to show that in my photo," Lowther said. "I found the perfect moment during a storm when the sun poked through a hole in the clouds and cast a shadow of coconut palms onto the white sand of Lanikai Beach."