LJHawaii Tourism Launches Collaborative Campaign with NFL to Target Past Visitors
If you watched Sunday’s game at SoFi Stadium in LA, you saw Hawaii officially launch a new visitor campaign, “Hawaii Stays With You.” The NFL debut is part of a two-year partnership between the Hawaii Tourism Authority and the Los Angeles Rams valued at $3.86M. Hawaii served as the presenting sponsor of the game, with the relationship extending well beyond one Sunday into a year-long effort focused on the Los Angeles visitor market.
Aloha, again. This campaign is the state’s first significant push in years to actively invite mainland travelers to come back. Los Angeles remains Hawaii’s largest visitor market, although demand has softened lately.
A Hawaii-based tourism trade news outlet indicated that “the shift was unmistakable.” Recently, Hawaii’s messaging has been focused on encouraging visitors—the right visitors—to accept the idea that fewer people might be better for both the experience and the environment.