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

2. Understanding
Hawai'i
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ThroughtheLensofDigitalMarketing

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.
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4. In 2019..
68% of visitors to Hawai'i were repeat visitors
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1) Natural Beauty 2) Relaxation 3) Embracing culture 4) Being active
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5. How do digital strategies fit?
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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
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Accommodation and ammenities
Demographic,
psychgraphic, and
behavioral
Business or pleasure
The
islands
The
visitors
The
purpose
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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
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totheirperfectdestination

8. Destination
'Oahu
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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.
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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
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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.
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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
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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.
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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
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CONSULTING
Digital ways for visitors
to participate in
Mālama Hawai'i
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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.

12. MAHALO
HELEN TIEN
HANG10
QUESTIONS?
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htien@hawaii.edu
hang10.co
808-825-0082