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KEYNOTE
Helen Tien
INSTRUCTOR
UNIVERSITY OF HAWAII AT HILO
HONOLULU, HI ~ JULY 14 - 15, 2022
DIGIMARCONHAWAII.COM | #DigiMarConHawaii
DIGIMARCONPACIFIC.COM | #DigiMarConPacific
Digital Marketing
Strategies for Hawaii
and the Pacific in 2022
Understanding
Hawai'i
01
HANG10 CONSULTING
HELEN TIEN
ThroughtheLensofDigitalMarketing
Who's been to Hawai'i before?
What about 'Oahu?
Hawai'i and digital marketing have one thing in
common.. they're both misunderstood as these large
landscapes that encompass so many different
elements and yet from the outside looking in, we may
not be aware of the huge difference between Honolulu
and Kailua-Kona.
02
HELEN TIEN
HANG10
In 2019..
68% of visitors to Hawai'i were repeat visitors
HELEN TIEN
HANG10
1) Natural Beauty 2) Relaxation 3) Embracing culture 4) Being active
03
How do digital strategies fit?
HELEN TIEN
HANG10
04
1) Natural beauty
through building
transparency by
partnering with
apps, review sites,
and influencers.
2) Relaxation
through
complementing and
harmonizing federal,
state, and local
messages with
cohesive marketing.
3) Embracing culture
through digital and
sustainable in-person
experiences like Arts
and Culture Google.
4) Being active by
getting better at
using data to
track visitor
locations and
preferences.
8 islands, all extremely unique HELEN TIEN
HANG10
Accommodation and ammenities
Demographic,
psychgraphic, and
behavioral
Business or pleasure
The
islands
The
visitors
The
purpose
05
Hotels
Airbnbs
Hostels
Off-grid/camping/camper van accommodations
Museums
Botanical gardens/zoos
Beaches
Mountains/Volcanoes
Conference travel
Solo business travel
College graduation trip
Bachelorette/Bachelor
Honeymoon
Babymoon
Retreat
While directing visitors physically
06
HELEN TIEN
totheirperfectdestination
Destination
'Oahu
HELEN TIEN
HANG10
Nightlife and
dining variety
with the rise of
pop-up and
unique
experiences.
Assist families in
memorable, fun
experience from
when they're booking
their adventure to
arrival.
Understand the
needs of current
consumers with
museums and
monuments like
Pearl Harbor.
Provide
relationship-
building tools for
businesses
offering a luxury
shopping
experience.
07
City life by the beach, there's always something new to do at all
hours. How to matchmake activities with a wide array of
international visitors?
Destination
Maui
HELEN TIEN
HANG10
Utilize digital media
to provide tips and
demonstrate
impact of
overcrowding.
#IGvsReality
Target visitors
with most
probability to
enjoy and
persevere Maui.
Give romance seekers
packages with digital
and in-person
amenities, especially
with special occasions.
08
Big city amenities with a country feel, Maui has risen quickly to
popularity. How to navigate growth problems while keeping
small town feel?
Destination
Hawai'iIsland
HELEN TIEN
HANG10
Meet the adventurers
where they are on
outdoor review sites,
apps, on the trail, and
more.
Utilizing social
media influencers
to introduce unique
accommodations.
Understand the
cultural and natural
significance of the
volcano through
digital experiences.
09
Appealing to visitors looking for vast, more-rugged, off-
grid adventures with an authentic community. How to
assist the #solotraveler stay safe and mālama āina?
Share special events
like the Merrie
Monarch through
digital content
opportunities.
Mālama Hawai'i
HELEN TIEN
HANG10
CONSULTING
Digital ways for visitors
to participate in
Mālama Hawai'i
10
In-person touchpoint
and incentives
through business and
airline partnerships
Influencer group and
digital stories
capitalizing the unique
experiences
SEM strategies to target
sustainably-driven
visitors.
MAHALO
HELEN TIEN
HANG10
QUESTIONS?
11
htien@hawaii.edu
hang10.co
808-825-0082
Digital Marketing Strategies for Hawaii and the Pacific in 2022 - Helen Tien, University of Hawaii at Hilo

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Digital Marketing Strategies for Hawaii and the Pacific in 2022 - Helen Tien, University of Hawaii at Hilo

  • 1. KEYNOTE Helen Tien INSTRUCTOR UNIVERSITY OF HAWAII AT HILO HONOLULU, HI ~ JULY 14 - 15, 2022 DIGIMARCONHAWAII.COM | #DigiMarConHawaii DIGIMARCONPACIFIC.COM | #DigiMarConPacific Digital Marketing Strategies for Hawaii and the Pacific in 2022
  • 3. Who's been to Hawai'i before? What about 'Oahu? Hawai'i and digital marketing have one thing in common.. they're both misunderstood as these large landscapes that encompass so many different elements and yet from the outside looking in, we may not be aware of the huge difference between Honolulu and Kailua-Kona. 02 HELEN TIEN HANG10
  • 4. In 2019.. 68% of visitors to Hawai'i were repeat visitors HELEN TIEN HANG10 1) Natural Beauty 2) Relaxation 3) Embracing culture 4) Being active 03
  • 5. How do digital strategies fit? HELEN TIEN HANG10 04 1) Natural beauty through building transparency by partnering with apps, review sites, and influencers. 2) Relaxation through complementing and harmonizing federal, state, and local messages with cohesive marketing. 3) Embracing culture through digital and sustainable in-person experiences like Arts and Culture Google. 4) Being active by getting better at using data to track visitor locations and preferences.
  • 6. 8 islands, all extremely unique HELEN TIEN HANG10 Accommodation and ammenities Demographic, psychgraphic, and behavioral Business or pleasure The islands The visitors The purpose 05 Hotels Airbnbs Hostels Off-grid/camping/camper van accommodations Museums Botanical gardens/zoos Beaches Mountains/Volcanoes Conference travel Solo business travel College graduation trip Bachelorette/Bachelor Honeymoon Babymoon Retreat
  • 7. While directing visitors physically 06 HELEN TIEN totheirperfectdestination
  • 8. Destination 'Oahu HELEN TIEN HANG10 Nightlife and dining variety with the rise of pop-up and unique experiences. Assist families in memorable, fun experience from when they're booking their adventure to arrival. Understand the needs of current consumers with museums and monuments like Pearl Harbor. Provide relationship- building tools for businesses offering a luxury shopping experience. 07 City life by the beach, there's always something new to do at all hours. How to matchmake activities with a wide array of international visitors?
  • 9. Destination Maui HELEN TIEN HANG10 Utilize digital media to provide tips and demonstrate impact of overcrowding. #IGvsReality Target visitors with most probability to enjoy and persevere Maui. Give romance seekers packages with digital and in-person amenities, especially with special occasions. 08 Big city amenities with a country feel, Maui has risen quickly to popularity. How to navigate growth problems while keeping small town feel?
  • 10. Destination Hawai'iIsland HELEN TIEN HANG10 Meet the adventurers where they are on outdoor review sites, apps, on the trail, and more. Utilizing social media influencers to introduce unique accommodations. Understand the cultural and natural significance of the volcano through digital experiences. 09 Appealing to visitors looking for vast, more-rugged, off- grid adventures with an authentic community. How to assist the #solotraveler stay safe and mālama āina? Share special events like the Merrie Monarch through digital content opportunities.
  • 11. Mālama Hawai'i HELEN TIEN HANG10 CONSULTING Digital ways for visitors to participate in Mālama Hawai'i 10 In-person touchpoint and incentives through business and airline partnerships Influencer group and digital stories capitalizing the unique experiences SEM strategies to target sustainably-driven visitors.