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!