§201B-6 - Tourism marketing plan; measures of effectiveness. - Hawaii Statutes

     §201B-6  Tourism marketing plan; measures of effectiveness.  (a)  The authority shall be responsible for developing a tourism marketing plan that shall be updated every year and includes the following:

     (1)  Statewide promotional efforts and programs;

     (2)  Targeted markets;

     (3)  Efforts to enter into brand marketing projects that make effective use of cooperative advertising programs;

     (4)  Measures of effectiveness for the authority's promotional programs; and

     (5)  Coordination of marketing plans of all destination marketing organizations receiving state funding prior to finalization of the authority's marketing plan.

     (b)  In accordance with subsection (a), the authority shall develop measures of effectiveness to assess the overall benefits and effectiveness of the marketing plan and include documentation of the directly attributable benefits of the plan to the following:

     (1)  Hawaii's tourism industry;

     (2)  Employment in Hawaii;

     (3)  State taxes; and

     (4)  The State's lesser known and underused destinations. [L 1998, c 156, pt of §2; am L 1999, c 178, §7; am L 2004, c 9, §2; am L Sp 2009, c 5, §6]