ATTACHMENT 02 Activity Measures Worksheet.xlsx

This is an Activity Measures Worksheet for the Hawaii Tourism Authority (HTA) related to RFP 27-17, which solicits a qualified contractor to provide destination brand marketing services for the Hawaiian Islands within the China major market area, limited to leisure travel marketing and excluding Meetings, Conventions & Incentives (MCI) market segments. The worksheet establishes quarterly performance targets for 2027, divided into four quarters (January-March, April-June, July-September, and October-December), with monthly tracking and reporting requirements for actual performance. The offeror must submit quarterly targets subject to HTA approval, and may propose alternative social media platforms to replace the current list, though HTA reserves the right to modify measures to accommodate changing market conditions and objectives.

The activity measures encompass six primary categories: Consumer Paid Media (television reach, print circulation, digital reach, radio reach, out-of-home reach, and corresponding impressions); Travel Trade Paid Media (print circulation, digital reach, and impressions); Public Relations (media interactions, press releases, earned media stories across print, digital, and broadcast channels, group and individual media familiarization trips, and articles generated); Consumer Shows (number of shows and attendance); Travel Trade activities (meetings with partners, trade show participation, appointments, familiarization trips, product development, and education sessions); and Social Media metrics across Facebook, Instagram, YouTube, and TikTok platforms (including total impressions gained, organic engagement rates, total engagements, posts, watch time, and views). All targets require quarterly submission and are subject to HTA approval prior to implementation.