Marketing Hawaii

Paper Summary:

This paper evaluates the success of the Hawaii Visitors and Convention Bureau's (HVCB)"Experience Aloha!" Hawaii-on-Tour marketing campaign. The paper examines the strategy from the perspective of the 4Ps: product, price, promotion and place. The paper also explores the marketing environmental variables that the HVCB faced in operating its campaign. The paper concludes with a discussion of the campaign's competitive advantages.

From the Paper:

"It is not possible to say or to know if the Hawaii Visitors and Convention Bureau's "Experience Aloha" Hawaii-on-Tour marketing program was the most effective that it could be. As with any marketing program there is always room for improvement..."

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