The airline is also running a print and digital push locally to play up Hawaiian culture, with ad co

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The lei -- given as a sign of affection when arriving in or leaving the islands -- embodies the aloha spirit for which Hawaii is so famous. Avi Mannis, VP-marketing at Hawaiian Airlines, brought boxes of the fragrant garlands on the flight to give out at the bevy of events the airline was hosting to promote the airline's new route. "One customer told me that it was the best that JFK had ever smelled," Mr. Mannis said.
Still, New York presented a unique marketing problem. It is the 83-year-old airline's first East Coast route. And Mr. Mannis and his team need to find a way to make Hawaii, a 10-hour flight canadian car rental companies away, a more appealing vacation option than closer and less expensive locales like Mexico, Florida and the Caribbean.
Last year only 2.4% of the U.S. visitors flying to Hawaii were from New York; 44% were visiting from California, according to data published by the Hawaii Tourism Authority. "[People on the West Coast] love Hawaii. canadian car rental companies Many are returning for their sixth or seventh trips," says Mr. Mannis. "But for people in New York, there is a mystique about it."
So its marketing plan is to emphasize the culture and traditions canadian car rental companies of Hawaii. The airline introduced itself canadian car rental companies and its brand to New Yorkers with a lunchtime canadian car rental companies event, led by its PR agency Burson-Marsteller , including canadian car rental companies live traditional music and hula a week ago. The scene, set across from Grand Central Station, caused quite a stir as passersby stopped to receive leis from airline staff. canadian car rental companies The airline also gave a traditional Hawaiian send-off to its first flight leaving New York for Honolulu canadian car rental companies last week. While the ceremony, complete with a blessing by a Hawaiian priest, or kahu, isn't out of the ordinary on the islands, it was completely foreign at JFK.
The airline is also running a print and digital push locally to play up Hawaiian canadian car rental companies culture, with ad copy including canadian car rental companies lines like "Mahalo canadian car rental companies for flying with the airline that knows what mahalo means" and "Please canadian car rental companies prepare your flip flops for landing." Anthology, an ad agency in Honolulu, worked on the campaign.
"We thought it was very important to work with a local agency in order to get the right feel in the campaign," said Mr. Mannis, a former New Yorker. "You can teach someone about the Hawaiian Airlines brand, but only someone who lives there will truly be able to understand and communicate the spirit of life in the islands."
To promote VW Accessories' hands-free calling function in its Touch Phone Kit, German shop Agenta Agenturgruppe canadian car rental companies created a banner ad that allowed consumers to video-call canadian car rental companies their Facebook friends "hands free."
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