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2016 Brand Management Plan
Presented by Daniel Cheng and Rebecca Chen
Andrew Koh Daniel Cheng Rebecca Chen Johanna Atterby
ManagingDirector
AccountSupervisor
Travel TradeSpecialist
MarketingSpecialist
HTT Team Members
‧Population: 23.46 million people
‧GDP per capita (2015.Q3): $26,187
‧GDP Growth (2015.Q3): -1.01%
‧GDP Growth Forecast (2016): 1.84%
‧CCI (2015.Q3): 84.20
‧Unemployment Rate (2015.Q3): 3.9%
‧USD / NTD Exchange Rate: 29.67 (2013.Dec) → 32.85 (2015.Dec)
10.7% increase
Facts of Taiwan
Destination Standard FIT Package
Flight Distance
Average Product Price
Hawai‘i 7D4N 10 $1,800-2,500
Okinawa 4D3N 3 $500-700
Boracay 4D3N 4 $600-800
Guam 5D3N 4 $600-900
Bali 4D3N 4 $800-1,200
Australia 6D4N 9 $1,200-1,600
Europe 10D7N 13 $1,500-2,000
U.S. Mainland 9D6N 12 $1,800-2,300
Maldives 10D7N 12 $3,000-4,000
Avg. Product Price Amongst Competitors
2014 Taiwan Outbound to Hawai‘i
2013 Taiwan Outbound to Hawai‘i
2015 Taiwan Outbound to Hawai‘i
Outbound Market
‧Weak economic situation
‧Strengthened US Dollar
‧Emerging competitors
‧Highly price sensitive
‧Staggered growth for airlift
Challenges for Taiwan Market
2016 Major InitiativesYearlong 1. Share the Aloha Campaign2. Celebrity Brand Ambassador3. PAK Alliance4. Social Media Initiative
Seasonal5. Hawai‘i Run 2.06. Cross Industry Marketing7. Hawai‘i Themed Satellite Retail Stores
2016 Major Initiatives
1. Share the Aloha CampaignHow to participate?
– Rally group of 15 people to Hawaiʻi He/ She will receive free return plane ticket
and accommodation
– Rally group of 32 people to Hawaiʻi He/ She will receive free return ticket,
accommodation, and an incentive of US$625
– Social media via Bloggers and Celebrities
2016 Major Initiatives
2. Celebrity Brand Ambassador
Ruby Lin (Lin Hsin Ju)
Facebookover 360 thousand fans
Sina Weiboover 64 million fans
2016 Major InitiativesRuby will be…
• Featured on collaterals
• Marketed on fan pages and groups
• Attending large consumer campaigns:
– Hawai‘i Themed Satellite Retail Store
– Hawaiʻi Run 2.0
– Share the Aloha spokesperson
– Various press events
3. PAK Alliance
PAK product leader: Phoenix Tours• Quality control & unified pricing• In 2015, 8 different PAK products released
2016 Major Initiatives
Lion Travel Cola ToursPhoenix Tours SET Tours
ezflyPK Travel Uno Tours
Best Tour
Travel Land Fantasy Tours
Current PAK Alliance Members
2016 Major Initiatives
2016 Major Initiatives
4. Social Media
2016 Major Initiatives
Why focus on Facebook?
• Active FB Users at 15 million and growing…out of 23 million in population!
• Social Media Penetration Rate over 70% internet users in Taiwan
2016 Major Initiatives
Women
Men
Key: Understand main fan base via Age and Gender
Gender: Women Age Group: 25 to 34, 35 to 44, and 45-54
2016 Major Initiatives
Facebook Goals:
Increase to 200k likes
Top 5 ranking for Fan Page Popularity
Talking About This (TAT%) statistics maintain above 5%
Avg post engagement & interaction increase to over 7%
2016 Major Initiatives
5. Hawaiʻi Run 2.0• Target more than 5,000 Runners
• Continue to work with consumers Brands
(i.e. Skechers, Bliss, Roxy, Ion Water, and Foodpanda)
• Media and Social Media
• PAK Product Integration
– Highlight and educate on sports events in Hawaiʻi
– Boost visitor numbers
– Hawai‘i Stakeholders Participation
2016 Major Initiatives
Hawaiʻi Run 2.0 Visuals
2016 Major Initiatives
Hawaiʻi Run
In 2015
2016 Major Initiatives
2016 Major Initiatives
6. Cross Industry MarketingBrand Category
1 Shiseido Beauty
2 Skechers Shoes
3 W Hotel Hotel/ Pool Party
4 Citibank Financial Institute/ Bank
5 Bliss Beauty
6 Le Blé d'Or Restaurant Brewery
7 Fox TV Entertainment
8 Warner Bros. Film Entertainment
9 foodpanda Online Take-Out Delivery
10 Roxy Clothing
11 Quiksilver Clothing
12 Ion Water Sports Drink
2016 Major Initiatives
W Hotel Shockwave Aloha Pool Party
• Pool parties trending in Taiwan
• Hawaiian theme: Cocktails, pupus, party favors, music, hula dancers, décor
• Modern & well-known W Hotel located in heart of Taipei
2016 Major Initiatives
7. Hawai‘i Themed Satellite Retail Stores
• Collaborate with travel agencies to decorate their storefronts in Hawaiian theme
• Introduce the Satellite Retail Stores via press events and invite our celebrity brand ambassador to headline the event
Goal: Drive sales!
Other Initiatives
Media FAM Tours Diversify with bloggers and media
groups
• Bloggers: travel, cuisine, beauty & fashion
• Media: TV and print (travel show, news, interviews)
Educate on Culture & Eco-Tourism
• Highlighted in all FAMs
• Tie into the uniqueness of Hawaiian culture
Other Initiatives
Blogger ProgramDifferent Bloggers for each theme Summer Ocean Mountain Adventure Volcano Stargazing City Fashion Cultural Historic Pacific Cuisine Artistic Township Aloha Spiritual
Other Initiatives
Taiwan Annual Consumer Shows
• International Travel Fair (ITF)• Taipei Tourism Expo (TTE)
Airline Access Strategy2 non-stop flights per week to Hawaiʻi
Increase direct flights
– Raise awareness through large consumer events (Hawaiʻi Run 2.0, Share the Aloha Campaign)
– Provide free exposure for airlines and travel trade partners
– Work closely with Meet Hawaiʻi team
Increase 1 stop airlines
– Japan Airlines, Korean Airlines, Hawaiian Airlines
Top 5 Takeaways
1. Share the Aloha Campaign
2. Hawai‘i Run 2.0
3. Hawai‘i Satellite Retail Store
4. Airline Access Development
5. Social Media
Mahalo nui loa!
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