Activity Measures Worksheet Summary

This Activity Measures Worksheet is an attachment to RFP 27-09 issued by the Hawaii Tourism Authority for comprehensive destination brand marketing services within the Oceania major market area, with emphasis on Australia and Aotearoa-New Zealand. The worksheet establishes quarterly and annual targets that offerors must propose for 2027, with monthly tracking and reporting of actual performance required throughout contract execution. The contract spans three years (2027-2029) with leisure travel marketing as the exclusive scope, explicitly excluding Meetings, Conventions & Incentives (MCI) segments. Proposals were due August 17, 2026. The worksheet structure allows offerors to submit alternative social media platforms to replace the current platform list, subject to HTA approval.

The Activity Measures Worksheet itemizes performance metrics across six primary service categories: Consumer Paid Media (television, print, digital, radio, and out-of-home reach and impressions), Travel Trade Paid Media, Public Relations (media interactions, press releases, earned media stories across multiple channels, and familiarization trips), Consumer Shows, Travel Trade activities (partner meetings, trade shows, and education sessions), and Social Media (Facebook, Instagram, YouTube, and TikTok metrics including impressions, engagement rates, engagements, and posts). Offerors must propose specific numerical targets for each quarterly period and full-year 2027, with HTA retaining the right to modify measures to align with changing market conditions and strategic objectives. Monthly reporting of actual performance against these targets is mandatory throughout the contract term.