The Hawaii Visitors and Convention Bureau ”;A Thousand Reasons to Smile”; campaign was launched last week in San Francisco — Hawaii's second-largest market for visitors.

The monthlong promotion is being undertaken by HVCB with support from its four island chapters, Hawaiian Airlines and Starwood Hawaii, to showcase Hawaii's culture, natural beauty and unique music.

“;Getting people to smile is a perfect antidote to the nation's dreary economic news,”; said John Monahan, HVCB president and chief executive officer, in a statement. “;And nothing defines being happy, carefree and lighthearted as much as a Hawaii vacation.”;

The downturn in tourism is widely reported, but it is also important for people to read about what is being done to encourage visitors to continue to choose Hawaii, said David McNeil, principal of McNeil Wilson Communications Inc., which works with the HVCB.

It hosted a kickoff event for more than 50 Bay Area media representatives at which Honolulu Mayor Mufi Hannemann appeared.

The mayor “;gave a rousing speech about the great experiences to be enjoyed by visitors to Hawaii,”; McNeil said.

The HVCB campaign is being seen in print, broadcast and online advertising, digital freeway bulletin boards, in train stations and Bay Area Rapid Transit cars, area television shows and other venues.

The messages direct people to a new HVCB micro-site online that contains interactive promotions, information about Hawaii events in the Bay Area and vacation-planning tools.

The campaign is designed to influence bookings that are expected to show up in about 90 days and beyond, McNeil said.