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Monthly Newsletter Vol. 8 No. 6

Aloha!! Hawaii Tourism Asia would like to express our sincere gratitude for those partners who have participated in the 2nd Asia Travel Mission in May. We had the most participants ever from Hawaii, with 22 delegates in China and 28 in Korea. Following are some of other highlights of Hawaii Tourism Asia’s activities during the past month and your opportunities to participate in some of our future activities. Mahalo!

In the News: “Korean show a boon for tourism”

Star Advertiser reported on May 23 on the recent filming of “Challenger” a Korean TV program in Hawaii by KBS, one of the major TV stations in Korea. Reality shows are Korea's hottest entertainment trend. The entire show is being filmed in Hawaii, and will result in seventeen 70-minute prime-time network TV episodes shot in Hawaii with an equivalent advertising value of over $20 million. Korean celebrity Jung Jin-young, one of the most popular actors in Korea, has signed on to emcee the show. Full story at: http://www.staradvertiser.com/business/20110523_Korean_show_a_boon_for_tourism.html

ASIA-wide: The 2nd Hawaii Asia Travel Mission held in Korea and China (May 11 ~ 18) Hawaii Tourism China and Hawaii Tourism Korea successfully organized the 2nd Hawaii Asia Travel Mission in Beijing, Shanghai, and Seoul from May 11th~18th. In both China and Korea, we presented the largest Mission ever with 22 Hawaii delegates in China and 28 delegates in Korea. The delegates participated in Market Briefings, Hawaii Travel Marts, Travel Agent Seminars, and Aloha VIP Receptions in Beijing, Shanghai and Seoul. All events were attended by many travel agents as well as travel trade VIPs. In Korea, Korea’s two famous Ukulele musicians were invited to the reception, providing a Hawaiian feel to the entertainment. The following 22 Hawaii delegates participated in the mission in Beijing & Shanghai, China.

* Ala Moana Center * Landmark Hotels Group * Ala Moana Hotel * Marriott Resorts Hawaii * Aqua Hotels & Resorts / Hotel Wailea * The New Otani Kaimana Beach Hotel * Aston Hotels & Resorts * Outrigger Enterprises Group * Hawaii Convention Center * Polynesian Cultural Center * Hawaiian Airlines * Starwood Hotels & Resorts Hawaii * Hilton Hawaii * Turtle Bay Resort * Honolulu Marathon * Waikiki Trolley

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* Hyatt Resorts Hawaii * Maui Visitors & Convention Bureau * JTB Hawaii * Big Island Visitors Bureau * Kualoa Ranch Hawaii * Kaua‘i Visitors Bureau

The following 28 Hawaii delegates participated in the mission in Korea: * Ala Moana Center * Landmark Hotels Group * Ala Moana Hotel * Marriott Resorts Hawaii * Alamo Rent a Car * The New Otani Kaimana Beach Hotel * Aqua Hotels & Resorts / Hotel Wailea * Outrigger Enterprises Group * Aston Hotels & Resorts * Polynesian Cultural Center * Fairmont Resorts Hawaii * Starwood Hotels & Resorts Hawaii * Grand Wailea * Trump International Hotel Waikiki Beach Walk * Hawaii Convention Center * Turtle Bay Resort * Hawaiian Airlines * Waikiki Resort Hotel * Hertz Rent a Car * O‘ahu Visitors Bureau * Hilton Hawaii * Maui Visitors & Convention Bureau * Hyatt Resorts Hawaii * Hawai‘i Visitors & Convention Bureau * JTB Hawaii * Big Island Visitors Bureau * Kualoa Ranch Hawaii * Kaua‘i Visitors Bureau

KOREA:

Celebrity Photo Shoot with SURE Magazine (May 12 ~ 15) Continuing efforts to feature Hawaii as the most popular long-haul destination through celebrity marketing, Hawaii Tourism Korea hosted a celebrity photo shoot with SURE, a monthly fashion and lifestyle magazine with a circulation of 80,000 copies targeting single career women aged 20-40. Mr. Ji Sung, a leading actor in Korea, was the featured celebrity under the storyline of ‘Hawaiian Lifestyle.’ The

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crew visited O‘ahu and covered Ji Sung’s summer resort look at Ala Moana Harbor and Waikiki Beach. The Waikiki EDITION supported the film crew’s accommodations and breakfasts throughout the production visit. Ji Sung’s Hawaii trip will be featured in the June issue of SURE magazine, as well as on its website http://sure.joinsmsn.com.

2011 HANATOUR Travel Fair (May 20 ~ 22)

Hawaii Tourism Korea participated in the 4th Hana Tour Travel Show organized by Hana Tour Headquarters in Seoul, where HTK provided in-depth travel information to key Hana Tour retail travel agents and general customers from around the country. As Hawaii was the theme destination of the travel show this year, HTK actively supported Hana Tour Headquarters to develop and design a Hawaii themed exhibition hall. HTK also hosted a Hawaii booth, distributing Hawaii marketing materials such as guidebooks and island maps. Over 45,000 consumers and Hana Tour retail travel agents from all across the country visited the 3-day fair and the Hawaii booth. For this year’s fair, Honolulu Mayor, Peter B. Carlisle visited Korea to celebrate the opening of the event and more than 40 Hawaii delegates participated in the Hawaii exhibition hall. Korea Media exposure for Hawaii AB Road – Supplement / Oahu Book-in-Book (May):

positioning Hawaii as a world-class destination for Korean FIT travelers, Hawaii Tourism Korea developed a Hawaii special supplement in cooperation with AB Road. Targeting FIT travelers in their 20s-30s. AB Road, a leading monthly travel trade magazine with a circulation of 50,000, produced a 25-paged Hawaii mini travel guidebook with O‘ahu map, sightseeing, activities, restaurants and shopping centers in its May issue. AB Road’s Hawaii supplement includes in-depth information on each category with diverse images. Total equivalent advertising value: $350,000.

The BC Magazine (May): following the media FAM trip with Hawaiian Airlines, Hawaii Tourism Korea

successfully secured a 10-page exposure of Hawaii with cover page in May issue of The BC magazine, a monthly lifestyle magazine for BC credit card platinum members with a circulation of 85,000. Under the title of ‘Hawaiian Dream,’ The magazine’s editorial includes in-depth information on O‘ahu and the Big Island, introducing Hanauma Bay, Kualoa Ranch on O‘ahu, Jaggar Museum/Kilauea Caldera/Crater Rim

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Trail of Hawaii Volcanoes National Park, Hilton Waikoloa Village and Mauka Meadows Coffee Farm on the Big Island with various colorful images. Total equivalent advertising value: $ 140,000.

CHINA: VLIFE Magazine featured Hawaii exclusively in 61 pages VLIFE is a lifestyle direct mailing magazine distributed to VISA platinum members from nine national commercial banks in major Chinese cities. Cardholders have an annual income over RMB 2,000,000 (US$307,787) and the magazine has a powerful circulation of 120,000. Following the multi-island FAM arranged by Hawaii Tourism China, VLIFE featured an in-depth cover story on Hawaii consisting of 61 pages in its April issue. The contents covered O‘ahu, Maui and Lāna‘i, with highlights on Hawaiian culture, arts, and history. In addition to the information about major hotels and attractions, there is also a special editorial about hula, ukulele and the house of Shangri-la. Total equivalent advertising value: $2.1 million.

China Media exposure for Hawaii Photographic Travel (April): this is a travel magazine

for photography enthusiasts which targets educated men in their 30s to late 40s and has a circulation of 255,000. The April issue featured 6-pages on Kaua‘i. Total equivalent advertising value: $437,000.

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Traveling Scope (May): this is one of the leading consumer travel

magazines, with a circulation of 320,000 that targets high-end independent travelers between 25 and 45 years old. HTC has a long-standing relationship with Travelling Scope’s senior editor, and secured four pages of Hawaii coverage in the May issue. The article was about how Hawaii is an ideal destination for photographers seeking a variety of landscapes. Total equivalent advertising value: $258,500.

Hawaii Tourism China’s micro-blog had 10,000 followers in May Hawaii Tourism China’s micro-blog (the Chinese version of Twitter) has been active, providing constant updates on Hawaii information. It also works as an effective platform for Hawaii lovers to exchange experiences and travel tips. In May, HTC’s followers reached 10,000. HTC sent gifts including Hawaii backpacks, luggage tags, guidebooks and macadamia nuts to the 10,000th follower and the person who contributed the most messages/comments to HTC’s micro-blog site.

TAIWAN:

Hawaii featured in 3 Taiwan Travel fairs in May Hawaii Tourism Taiwan has participated in 3 Travel Fairs in Taiwan in May. The Kaohsiung International Travel Fair was held at Taiwan’s Southern City of Kaohsiung from May 6 – 9,

2011. HTT joined the ANTOR (Association of National Tourism Office Representatives) Booth. HTT distributed Hawaii pocket size pamphlets, China Airlines Blue Hawaii Tour Package, ANA Hawaii Tour Package, and Aloha Wedding leaflets at the travel fair. ROC President Ma Ying Jeou graced the opening ceremony of the Kaohsiung Travel Fair.

The Taiwan Tourism Expo was held in Taipei from May 13 – 16, 2011. HTT joined the ANTOR (Association of NTO Representatives) Booth. HTT distributed Hawaii pocket size pamphlets, China Airlines Blue Hawaii Tour Package, ANA Hawaii Tour Package, and Aloha Wedding collaterals at TTE. Jemy See, HTT Director was invited to the Ribbon Cutting Ceremony. ROC Prime Minister Wu Tun Yi was present to open the Taiwan Tourism Expo.

The Taoyuan Tourism Exposition was held at the Toyuan County Stadium, which is 1 hour south of Taipei,

from May 27-30, 2011. HTT joined the Discover America Booth. The prestigious Taipei Association of Travel Agents organized TTE. HTT distributed Hawaii pocket size pamphlets, China Airlines Blue Hawaii Tour Package, and ANA Hawaii Tour Package collaterals at the travel fair.

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All Nippon Airways (ANA) Hawaii Tour Packages Hawaii Tourism Taiwan and ANA are jointly promoting the ANA Hawaii Tour Packages to FIT visitors, using the Taipei Song Shan Airport to Haneda connection to Honolulu. Song Shan airport is located in downtown Taipei, so it is very convenient for passengers. HTT and ANA jointly reproduced the ANA Hawaii Tour Package leaflets designed for distribution at the Travel Fairs in Kaohsiung from May 6 – 9, and Taipei from May 13 – 16, and the information was uploaded onto the ANA official website. ANA is also cooperating with HTT on a film project in Hawaii for the TV Travel Show, “Woman Loves Travel” from May 30 –June 7 by sponsoring the air tickets to Hawaii. HTT also discussed joint promotion opportunities surrounding the new TV series Hawaii Five-O that will launch in Taiwan on AXN TV Channel in mid-June. A press conference is scheduled for June 18. HTT will support the launching with hula performance, posters, Hawaiian shirts for the staff and crew, music, and giveaways.

Upcoming Asia Promotional Opportunities

Korea: a) Busan Honeymoon Fam with Delta Airlines (June 2nd~9th, Oahu, Maui and the Big Island, 11 pax) b) DIY Fam Trip with Hawaiian Airlines (June, Oahu and neighbor islands, 5~6 pax) c) PRIME Fam Trip (June 7th ~14th, Oahu and the Big Island, 14~15 pax) d) ANTOR Road Show in Ulsan (June 15th ~16th) e) Hana Tour Road Show visiting 17 sales offices in 6 cities (June 15th ~ 30th) For more information please contact Julia Koo of Hawaii Tourism Korea at jkoo@aviareps.com

China:

a) PRIME and China MICE Fam (June 7th ~ 13th) b) China Incentive, Business Travel & Meeting Exhibition – visit only (August 30 – September 1, Beijing) c) Traveling Scope Magazine planed Hawaii Fam (September) d) 2011 China Hangzhou International Leisure Industry Expo (September 16th ~ 19th) For more information please contact David Sun of Hawaii Tourism China at dsun@aviareps.com

Taiwan & Other Asia:

a) Taiwan Media Fam Tour to Hawaii: O‘ahu (June 7th – 11th), the Big Island (June 11th) and Kaua‘i (June 12th – 13th)

b) Philippine Media Fam Tour to Oahu and Kauai (June 7th – 13th) c) PRIME 2011 Fam Tour to Oahu (Philippine participants) Pre & Post Tour: (June 7th –11th) d) Taiwan TV travel show “Woman Loves Travel” film shooting (May 30th – June 6th) e) Taiwan TV travel show “The Beautiful World” filming of Hawaiian Cruise & all 4 islands: postponed to

August For more information please contact Jemy See of Hawaii Tourism Taiwan at jsee@aviareps.com