The Challenge… and the Solution
Royal Hawaiian Center is Waikiki’s premier shopping, dining, entertainment and cultural destination, featuring over 110 shops and restaurants over three city blocks of the world-renowned Kalakaua Avenue. In 2018, the Center selected Becker Communications to increase pre-arrival media coverage while highlighting its status as one of Hawaii’s must-visit destinations. Through our integrated approach to service, we’ve garnered significant pre-arrival media coverage in a variety of local and national outlets while expanding our scope of work to include both digital as well as traditional advertising.
Our Results
Media Relations
Garnered significant media coverage through local, national, and international broadcast, print and online publications that resulted in over $5 million in earned media value placement to date. Substantial media placements include multiple full-page features in the Honolulu Star-Advertiser, as well as coverage in Marie Claire Taiwan, Women’s Wear Daily, and Thrillist. Media relations efforts supplement the specialized efforts of the Center’s existing Japanese and Chinese media relations and digital communications.
Digital Communications
Provided strategic guidance and support to complement the specialized efforts of the Center’s in-house marketing team. Also managed social media digital advertising for all markets while growing social media engagement.
Advertising
Developed a strategic and integrated advertising plan including eastbound, westbound and local media outlets across print, broadcast and digital outlets. Managed and coordinated ad placements and negotiated contracts to ensure best value. Managed merchant designated media program, including review and recommendations of new outlets and negotiation of added value placements for the Center.
