Hawai'i Tourism Authority selects key Asia-Pacific marketing partners

The HTA says it will continue relationships with specialist airline and destination marketing agencies the Walshe Group in Australia, and Aviareps, based in Japan. Each has had its contract with the authority extended for the full calendar year of 2012.

The Walshe Group will coordinate all marketing activity for the state in the Oceania markets of Australia, New Zealand and the Pacific Islands. Aviareps will handle the same activities in the key "Other Asia" markets of Mainland China, Hong Kong, Taiwan, Korea, and Singapore.

“We are pleased to continue working with Aviareps and The Walshe Group,” said Mike
McCartney, president and CEO of the Hawai‘i Tourism Authority. “The new contract(s) will integrate marketing strategies to better compete in a global marketplace and are consistent with the objectives of the HTA’s Strategic Plan, to invest in initiatives that support our people, place and culture.”

While Aviareps is based in Japan, that market is handled as a different concern. The HTA has switched from the incumbent JCompass to new player A.Link LLC, which has been formed solely to take on the HTA contract in what is one of its most valued international markets.

“We are very pleased to have A.link LLC join HTA to support our efforts in one of Hawai‘i’s primary markets,” McCartney said.“Japan is a mature market with a long relationship with Hawai‘i. And in order to continue to grow and strengthen that relationship, we must develop new strategies and tactics to meet the changing needs of the visitor from Japan."

With a core group of marketers with direct Japan to Hawai'i experience, McCartney says A.link has the knowledge and relationships to achieve those goals. "This, along with their understanding and appreciation of our community and culture, will create a stronger, more integrated approach to our marketing programs, and greatly assist in HTA’s efforts to leverage state tourism assets.”

A.Link will take over from JCompass from the start of next year. “We want to thank JCompass for all that they have done over the years to support our marketing efforts in Japan," McCartney said. "During their tenure, they helped reposition Hawai‘i and were very successful at maintaining our market share, especially during some very difficult economic times.”

The HTA has predicted a significant increase in seat capacity for tourists from Asia-Pacific over the last quarter of 2011. It is expecting a 3.4 per cent rise in capacity from the Japan market, a 27.1 per cent rise from the Oceania region, and a significant 92.3 per cent rise in seats becoming available from the "Other Asia" markets.