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Home My WebLink AboutCOM 0177.181 1998-2000 Jan-OE-93 IO:IEan FrOP~-CURRENT E1'ENT3 + T-833 POI/O4 F-332 , .r-. 'y REC,c~`,'`cf_~ '99 JUN 8 AEI 10 21 . ~ co~'r~ ~ ~~r c v=~~: ,s~~no ~RO~„ COUNTti 7c HAW,~11 tine 7, 1999 n IXx10RAP.l n[fNCPS r c., ~~.~oi n~-.~ To Curtis Tyler, Council Member Hawaii County Council CSl1I1T.35 lICMb2ft5 „°,,,,,,F„~. From: David Richard, President „,,,R Big Island Group (j i~ppp nJ~nc',o o~,~. f. FaCn 4 ogees ~,.,,~~,,,«,~noE~ Subject. Hawaii County Council Bill 45, Drag 2 Relating to Budget ~~~.~,!c~~„~ Adjustments °~o~; r~_~.~a a°.. r..,oa The Big island Group (BIG) was formed in 1989 by a consonium of Big Island PSFVfi!1~4 YG4M,RS business people, community leaders, the Big Island Visitors Bureau and the " County of Hawaii whose purpose is to join together in a cooperative effort to boost the promotion and advertising of Hawaii's Big Island. Private industry s"°" partners in the Big Island Group include Hawaii Electric Light Company, Hilton Waikoloa Village, Kamehameha Investment Corporation, Kona Villaee ' Resort, Mauna Kea Properties, Pvfauna Lani Bay Hotel, Mauna Lani Resort, The - ""w' Orchid at Mauna Lani, Royal Waikoloan, and Waikoloa Land Company. With `.~~Nn "eMB"u a combined tots! of over 6,700 employees on the Big Island who directly depend on tourism for their livelihood, B1G's members are committed to successfully marketing this visi[or destination. B1G's marketing objective is to reach consumers wi[h the greatest potential to visit our island. By using media vehicles that have high compositions of the target audience, BIG has tapped into frequent uavelers, repeat Hawaii visitors, active travelers, and specially niche markets. BIG has proven itself successful at growing the total marketing budget through cooperative advertising campaigns BIG's investment in the advertising campaign now underway amounts to ~ 108,000, and through these cooperative efforts $1G enlarged the buy to a sizable 5697,000 campaign. So far this year, BIG has destination advertising running in national publications such as Travel & Leisure, Islands, Travel & Leisure Golf, [htited Airlines Hemispheres, regional placement in publications including the San Francisco Cluonicle and Orange County Register, in-flight video segments on al! domestic United Airlines flights, electronic marketing tie-ups, and direct ~ 77 ~ Comm. No. File No. g up Ref. To:°d Co~~/ciL Ref. llate ~1N 8 1999 P.O. Box 2657 Kailua-Kona. YII 96745 1808) 325-6550 Jan-06-99 IO:l6am From-CURREPlT EVENTS + T-833 P 02/04 F-332 Curtis Tyler page two mail campaigns to highly targeted market segments. We anticipate a similar approach in the year ?000 It is vital that the County of Hawaii support the marketing of the Big Island as a v[siror destination through Us cooperative partnership with the Big Island Uroup Denial of this request will seriously impact the promotional efforts and overall marketing campaign for the Big Island .attachment. Department of Research & Development Proposal Jur.-Oe-I9 10:16an From-CURkENT EVENTS + T-833 P 03/04 F-3:2 ^RGi^. : 9IG ISLRND FULFILLMENT s=qx ND. 868 7256737 Tun. 07 1999 11:01~r~ P3 In brief aariative form, provide the faUoaiag ltaformation: I: Flsotr:ss Your overall orgauisaUoa, inciudiag: • Bret hacltgrourid. Purpooe and goals • Plow the organization is similar to and/ or different from other organizatiana !n thz State • other organizanona your group works cloaety with and the nature of that relationship • Targeted population of who your argantzatlon se[Ves • Mtasures your organizaton uses to asscas effecUvcness tit meeting goals of the group The Big Island Group (BIG) was formed m 198y by a consortium of Big inland Dustnrss people. cotnmunity leaders. thz 1•lattefi Visitors Bureau -Big island Chapter. and the County oP Hawaii. whose purpose was w Join together 1n a coopernnvc effort to boost promonon and advetttsing of the Big Island of Hawaii. B1G a purpose of promoting [ha !eland of Hawaii and its ixaort areas. and all activities shall he directed exclusively to the tmprovement of business conditions an the Sig Island. BIG wurlw closety vn[h the County of Hawait Research and Development Departrnen[. Big Island Vialtors Bureau. destination associations and resort properties. Bimonthly meetings oC members ensure the urgattiu+tion remains on sack and focused in its purliose. Tf: I3is~ the specific proerum for ®ttica your or~aataaUon is zequestiag funds: (aot to exaecd ono-giUY pagtsl • Sttmmary • Brief descnprion of th< proposed pro]ect • Overall timeTable B1G ~ a voluntary, nonprofit, uilincorpotated association. BIG 1a responsive to the marketing and promotional efforts of the visitor industry associations and has established an cffectave advet-hsirig campaign for the Big Island of Hawan promoting our Island as a marketable visitor clesrinatlon unth an emphasis on tcs dlvcrstty. eke anfl cultural heritage. B1G also recogtuzes the eftecuveness of cooperattve advertistng with vistiot industry members in order to maximize advertising dollars and seeks matching funds from the Cuunry of Hawaii ror cooperative advertlsing programs for the !eland of Hawa11. 'This adverttsing campaign is hosed on a yearly action p]~ri with two. three. four and ftve year goals cstabhshed. Yearly goals are updated a9 each campaign is critiqued for Its etfecnveness. The goals of thz advertising campaign are: • to iucrtase the awareness and visibility of the Big inland to the consumer. • to promote the Big island as a complete destination with a wide variety of acuvitfea and offerings that appeal ui a mulritude of consumers. • to promatz the prndurts and Industries oP and on the Sig Island of Hawah to consumers. • to coop advcrustng dollars from a variety of tru®tnasaes and organizations with vested Snterecu3 in the posiLVe eeouomsc growth of the Blg Island of Haw-ctii. • to present our Island, our Heritage, our Culture and our Diversity in a cooperative adveru;ing effort supporccd by numerous lnduatri,sa sirru~x the Island of HaW ..ii. Jur.-66-£9 10:16an FromCORRENT EVENTS + T-833 P 04/04 F-332 FF:r~'f9 ~ B I u i 5!-RnA FuLF I LLrtENT FAX ND. 808 3250737 Jun. 07 1999 11 ~ 02Rt1 Pa I[l; gvcra7l program ipforatat3an: • Discuss your project and why it is Important to your orgarllZattvn and the Cvunry • Experience or expertise which qualifies your organization to carry ou[ the program or acuvlty • W.'hac the project proposes to accomplish • The means used to execute the project: include project location. schedule. personnel. farilines iii apphcablef and a general d Qsccptn thef Counodology • Discuss the economic bene'6t of this pr 1 • Hov, will the results of the completed project lx ae~essed? "fire BIG progTem is vital to the continued promotional effcuts that result 1n the Big Island's visitor count. promotion of the eig Island's goods and services and nprescntarion of the BIg 1.s]tind as a Complete deatittat7on for the traveler or business prsson. BIG is uniquely qualified to coordinate thew eftbrts as the ttumbemhtp represents a ]oming of multiple inquatztes in a enmbined effort to Promote our laland- Efforts by BIG over the past years have resulted in a pasttive Cooperative effort that has pooled 1ndMdual advertfairtg dollars w create a program that enccrmpassea the Island as a whole. Stronger recognrdon of our !eland by the consumer, increased business vrnturea esrahhahed nn tt7e gag Is7ettd trtca-caecu ~ieltors Dypssaing other lsland3 to spend thrir entire aray nn thr IIig Leland are aU goals that BIG pursues with vigor. Methodology tnclude8 advertising cantpatgns that target the print media 1n tmvcl magazines through narional and International markets, !n-fUght advertising on moor airlines. airline hub billboards and terminal videos. ln-flight videos. target city newspaper travel sections and venous trade shows via representation from the Big Island Vlsltom Bureau. BIG also main. taitts The tail free phone number for the Big Island which is publLShcd in all print media- Results of all campatgna are monitored monthly and evaluated 6y nc~ members Total impressions fYam the sottzces of the advertising campaign B1G had in place for 1997 have reached over 200 trillion. Leads responded to !n 1997 totaled over 38 800. ytl: Airsc-t1t5s t:lye 6adgCL Whiahh fa rieir+g BuAcAitlBLf: • provide a detailed breakdown of the total cost of the project, specityltlg the source oC funds for each component • Specify consequtnces of the County's drnying this request or reducing the amount of funds • Thr Countys role In r}Its program bryond that of funding AIG will secure Pundtng tit the amount of. anti no Ices than, 3150.000.00 per annum from members w promote the Big island of Hawall. An addttinnal 8150.000.00 is secured. per annum. Prom the Hatya31 Visitors & Conventions Bureau -Big Leland Cnaptcr. B1G seeks S 150.000.00 from the County of Hawaii wltlch repr~esenta the minimum amount of morales sexared Pram members of thr. Big Island Group. In addition. BIG also seeks 612.700 in funding w maintain the airport greetings for the Japan Atrliney incoming flights. BTG feels these greetings are critical to the Alghts continued success and Impact on the Island's acontutty BIG was fundamental in securing the present greeting comrnfttee and wlshea to maintain control for Junc 1. 1999 - .Lune 30. 2000. The total metrics rcquesrrd from the County of liawali equals 676'1.700. Dental of this request will impact heavtly on promotional efforts for thr Big Jsland of Hawaii. Cooperanve funding is all that 1s being aslted trvm the County oY Hawau. since expertise exists anttliri the group to rxecute thr advertising campaigns outltned above. -2-