Hawaii reviews tourism PR accounts in several Asian markets

The state wants to boost tourism from South Korea, Oceania, and China, as well as other markets.

'Iolani Palace in Honolulu
'Iolani Palace in Honolulu

HONOLULU: The Hawaii Tourism Authority is looking for agency representation in numerous Asian markets.  

The organization is seeking destination representation services in Southeast Asia and Taiwan and external destination marketing management services in South Korea, Oceania, and China, according to RFP documents released by the state this month.

The initial year of each contract is worth at least six figures, ranging up to $200,000 for services in Southeast Asia and Taiwan and up to $2 million each for Oceania and China. The initial annual budget for work in South Korea has a $1.4 million ceiling, according to the documents. 

Bidders should be prepared to present a brand management plan to boost Hawaii tourism, including promoting the state as a location for meetings, conventions, and incentives, according to the Tourism Authority. The state also wants the firm to use "multi-faceted, traditional, and non-traditional" marketing methods, according to the documents.

A Tourism Authority representative confirmed incumbents on the accounts include I Plus Connect Communications for Korea, The Walshe Group for Oceania, Travel Link Marketing for China, and JWI Marketing for Taiwan. The Southeast Asia contract is new, according to the representative.

The deadline for the Southeast Asia account is September 2, September 30 for the Korean and China markets, September 23 for the Oceania account, and September 9 for Taiwan. The first round of contracts is expected to run from the start of next year through 2017, according to the documents. 

The Authority also plans to award a contract worth up to $800,000 for representation in the European Union. Key markets for that account are the UK and Germany, with a secondary focus on Switzerland, France, Italy, and Scandinavia.

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