Destination Brand Marketing Services

The issuing agency seeks a vendor to provide destination brand marketing services for Hawaii over a three-year contract period. The selected firm will deliver a comprehensive marketing program designed to strengthen awareness of the islands as a premier leisure travel destination while highlighting the distinct identity of each island.

The scope includes improving resident sentiment, visitor satisfaction, average daily visitor spending, and total visitor expenditures. The work also involves driving travel demand through promotion of multi-island itineraries, focusing on shoulder travel periods to help smooth seasonal fluctuations, and developing and managing airline partnerships to optimize load factors, maintain and expand airlift capacity, and enhance multi-island travel utilization.

Additional responsibilities include targeting high-value mindful travelers, engaging future generations of travelers, and increasing visitor spending with state-based businesses and organizations. The contractor is also expected to maintain cultural integrity in all marketing initiatives, engage local communities and stakeholders, build strategic partnerships, apply market insights and evolving technology, and support crisis communication efforts for the visitor industry to help protect the destination’s brand image.