The Hawaii Tourism Authority has appointed Brandstory Asia as its new PR and marketing lead for the Asia-Pacific region.
The board is looking to tap into the huge potential for promoting Hawaii as a holiday spot for Asians, particularly Chinese, and has employed Brandstory to achieve this.
The number of Chinese tourists travelling to Hawaii has increased year-on-year and in 2014 accounted for US$408.6 million in visitor spending.
Brandstory is a specialist travel comms agency, with strong network in the travel and airline sectors. It has offices in Beijing, Shanghai, Guangzhou, Hong Kong, Taipei and Singapore, with plans to open new offices in Chengdu and Malaysia.
Previous clients include Brand USA, the Las Vegas Convention and Visitors Authority, Skyscanner, the Qatar Tourism Authority, Universal Studios Hollywood and TripAdvisor.
The firm’s communications strategy will involve creating travel and trade partnerships, consumer marketing, and strong social media and digital presence.
"Our team is honoured to be appointed by the Hawai‘i Tourism Authority," said Reene Ho-Phang, managing director of Brandstory Asia. "We bring forth our wealth of knowledge on the rapidly emerging outbound China travel market."
George D Szigeti, CEO of the Hawaii Tourism Authority, said: "The popularity of the Hawaiian Islands with wealthy Chinese holiday makers continues to soar, thanks to the 10-year multiple entry visas and increment of flights supported by Air China, China Eastern Airlines and Hawaiian Airlines.
"We look forward to working with Brandstory Asia to tap on the opportunity that the China market provides."