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Hawaii "Trouble in Paradise" |
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Ahhh, Hawaii . . . .who doesn't love a trip to Hawaii? Well, apparently, many of us love it less than we used to because tourism is WAY down over on the islands. Is it that we can't afford it in these challenging economic times? We don't have time because we are too busy hanging on to our jobs? Or, has the destination lost some of its romance and appeal?
The downturn in Hawaii tourism started well before the current recession took hold. Increased competition, fuel cost increases, closure and cutbacks of airlines, loss of two cruise ships, pre-recession jitters, current recession realities, all have contributed to this downturn. This is serious business - tourism represents more than 20 percent of the state's economy and more than one-third of all jobs. This puts Hawaii in a defensive position - how does it convince people to travel an extremely long distance (from both domestic and overseas markets) for a tropical vacation when the beach might be closer to home. Or when Mexico is practically giving away sun and sand vacations.
I love Hawaii, have visited many times over four decades and even own a timeshare on the Big Island. Based on my experiences, Hawaii is more than a sun, sand, and sea destination. But to the potential first-time visitor, what makes Hawaii different from Mexico, the Caribbean, or San Diego, for that matter? For the repeat visitor, did Hawaii deliver on the experience enough to bring them back for more? Is the value still there?
As a mature destination, perhaps it is time for Hawaii to re-evaluate its brand. It is time to take a step back and ask - What is the product or experience? How would you describe the destination image? What does Hawaii have that makes it different from the competition? Does the current brand deliver on the promise? How can the current brand, if it delivers, be extended?
According to the Hawaii Tourism Authority (HTA), the agency responsible for setting tourism policy and direction for the state, the HTA board recently approved a budget of $71.4 million for the 2010 fiscal year. This is an impressive budget and the largest of any U.S. state. Hawaii now needs to focus on how it lays the groundwork to stem the bleeding and begin to recover its losses. The destination needs both short and long term strategies to address the current economic conditions and the longer-term erosion of its market.
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Sequim- Lavender Capital of North America |
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Where is Sequim, (pronounced "skwim") you ask? This small community is found on the northern end of the Olympic Peninsula in Washington State. The Olympic Mountains create a rain shadow effect and the community receives an average 15 inches of rain per year, less than San Francisco or Los Angeles, California. Their tourism website promotes "Everything under the sun."
Because of the area's mild climate, abundant sunshine and the desire to retain its agricultural ambiance, growers began cultivating lavender in 1995. Now, Sequim is home to more than 30 lavender farms and a dizzying array of lavender products. I was attracted to this community's annual Lavender Festival, held on a recent July weekend. This once a year extravaganza features artisans, food, farm tours, and entertainment. It was packed and I can see why.
The festival touts itself as the "Lavender Capital of North America." There are other lavender growing areas and lavender festivals around the U.S., but no other area has the number of farms featuring lavender and lavender experiences in such a concentrated area. A one-weekend festival per year does not make a brand, but this festival has gotten so popular that it would be successful extending to more weekends in July and potentially a summer-long event. There are many opportunities for the "brand" to be extended - particularly into the arts and culinary realm.
Now, I have to ask the question - why doesn't the community work with the lavender brand concept instead of being "everything under the sun" like so many other destinations. The lavender is what sets apart Sequim from every area on the Olympic Peninsula. In fact, it sets Sequim apart from anywhere else in North America. And the opportunities to integrate this brand into the downtown development and other tourism opportunities are endless. Sequim, are you listening?
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Alaska/Horizon Airlines- seeing the brand in action |
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I fly a lot. Not as much as some but enough to gain me access to elite level frequent flyer programs. And we all know that flying is generally not a pleasant experience.
Recently I flew Horizon Air, sister company of Alaska Airlines, for a short trip where we, the passengers, were thoroughly entertained by the flight attendants. Entertained??? Apparently this is all a part of the brand strategy, launched in March that is designed to showcase Alaska Airlines customer service and their people. Well, it worked for me. I laughed along with all the other passengers at the jokes and enjoyed the flight. (Did I say I actually enjoyed a flight???) Compared to my recent experience on other airlines I have to say my expectations were exceeded.
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Seattle - MetroNatural vs The Emerald City |
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After landing in Seattle on a recent flight the flight attendant said, "Welcome to the Emerald City." I've heard this many times upon landing in Seattle. Now, this got me to thinking - why isn't Seattle using the "Emerald City" as a tagline. for its brand? So I did a little research.
The origin of the "Emerald City" as a reference to Seattle dates back to the early 1980s. According to Wikipedia, this nickname was the result of a contest and referred to the lush evergreen forests of the area. Seattle has other nicknames but this is the one that is used over and over again - from the flight attendant welcoming us to Seattle to countless Seattle-based websites that include "emerald city" in their url.
So, why did Seattle's Convention and Visitors Bureau (SCVB) embark on a branding process a few years ago? Branding has become de rigeur for cities, counties, states, and countries. But sometimes the well-intentioned people involved in the branding process fail to see what is staring them right in the face. The result of Seattle's process is the brand - "Metronatural," created by the agency's advertising contractor. Don Welsh, SCVB's President and CEO of the said "We needed a brand to convey our unique setting as a large urban destination surrounded by abundant nature." Isn't that what the "Emerald City" does? Plus, the "Emerald City" captures the essence of so much more.
A city brand is what others think of you not what you think of yourselves. Emerald City has been used for over 20 years and it has brand equity among residents and outsiders alike.
Seattle was named the top "green" city in America by NRDC. Clearly Seattle's brand has to do with its natural environment setting. Why not run with the tagline that is both positive and already identifiable?
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Let's Rendez-vous en France |
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What happens when the world's number one tourism destination "rebrands" itself? Well, this past year France did just that. Actually, it is more of a new logo and tag line than a "rebrand." This new look was motivated by the fact that although France attracts more visitors than any other destination in the world, it is not number one in terms of tourism revenue.
The logo depicts "Marianne," who, as many know, is their national symbol. According to the designers, the logo is designed to express three traits (actually 16 traits, but who's counting) :
1. Liberty - independence, creativity, imagination, boldness, spontaneity, a multitude of possibilities
2. Authenticity - history, heritage, culture, nature
3. Sensuality - pleasure, epicurean-ism, romance, intensity, passion, femininity
France is really just clarifying, and perhaps, refreshing its brand.
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