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Foundational Programs: Public Relations • Dr. Phil Show: HIVB took advantage of a "win-win" opportunity to both assist a challenged family and gain exposure for Hawaii Island. With HIVB providing air fare and the Four Seasons Resort Hualalai donating a five -night vacation, the Hebert family was given a free trip to the Big Island on the April 28, 2010 episode of the Dr. Phil show. The Heberts are a family of five, whose 12 year old daughter is recovering from cancer, survived Katrina and rebuilt their lives, and had never been on vacation before. On the live telecast, Dr. Phil spoke about our destination while footage of Hawaii Island played in the background. The Heberts will visit our island March 6- 14, 2011. Dr. Phil show is a CBS nationally syndicated production with an Estimated Audience Number of 7,581,772. Estimated Publicity Value: $343,226. WITIA: The Women in Travel International Alliance (WITIA), is an international group of women working in travel -related fields that network to promote and enhance business opportunities. HIVB assisted with registration fees and collateral materials for the Big Island chapter president to attend the annual general membership meeting (AGM) October 6-10, 2010. WITIA held its AGM on Hawai'i Island in 2008 and this opportunity was used to promote a return to our island in the future. Philadelphia Flower Show: Begun in 1829, the Philadelphia Flower Show is the world's largest indoor flower show. Every March, the country's premier landscape designers and florists turn ten acres of exhibit space in a floral fantasy with exotic plants and designs. Hawai'i will be the featured theme of the 2012 show. In preparation for this event Sam Lemheney and Lisa Stephano visited Hawai'i Island October 2-5, 2010. Visitor industry opportunities exist in that show -goers who are passionate about Hawaii flowers may be enticed to visit Hawai'i after attending the Philadelphia Flower Show in 2012. HIVB met with Mr. Lemheney and Ms. Stephano to offer assistance and lay groundwork for potential partnerships relative to the 2012 show. In preparation for the 2012 show and to learn more on how best to maximize potential benefits and outreach for the Hawaii Tropical Flower Council (HTFC) and Hawaii at the 2012 show, seven representatives travelled to the 2011 show. HIVB sponsored air fare for Chelle Pahinui, HTFC's marketing consultant, to make observations not only for our agricultural partners directly involved in the show, but also to assess the opportunities and value for Visitor Industry promotions. Mrs. Pahinui reported numerous opportunities for participation, especially given the thousands of press releases and coverage the show receives. The primary goal for the visitor industry is to keep Hawai'i identified as the definitive go -to place for tropical flower education and AgTourism. • Hawai'i Tropical Flower Council: The Hawaii Tropical Flower Council held their 2 d annual marketing conference in Hilo October 3-10, 2010. HIVB participated on October 8th with a presentation on "Marketing the Hawai'i Product, Brand and Experience. " 2