ATTACHMENT 02 Activity Measures Worksheet.xlsx

This is an Activity Measures Worksheet for the Hawaii Tourism Authority (HTA) detailing quarterly performance targets and monthly reporting requirements for destination brand marketing services in the Taiwan major market area under RFP 27-18. The worksheet establishes comprehensive activity measures across multiple marketing categories including Consumer Paid Media (TV, Print, Digital, Radio, Out of Home), Travel Trade Paid Media, Public Relations, Consumer Shows, Travel Trade activities, and Social Media platforms (Facebook, Instagram, YouTube, TikTok). Offerors must submit quarterly targets for 2027 organized by quarter (January-March, April-June, July-September, October-December) with all targets subject to HTA approval. The contractor is required to track and report actual performance on a monthly basis throughout the contract period, with the HTA retaining the right to modify measures to meet changing market conditions and objectives. For social media platforms, offerors may propose alternative platforms to replace the current list as part of their proposal response.

The Activity Measures Worksheet serves as a standardized tracking template for the three-year contract period (2027-2029) covering leisure travel marketing exclusively, with the Meetings, Conventions & Incentives (MCI) market segment expressly excluded from scope. Performance metrics span quantifiable outputs across paid media reach and impressions, earned media placements, familiarization trips and trade shows, consumer event attendance, and social media engagement analytics. The worksheet does not contain pricing information, set-asides, incumbent details, or funding amounts; rather, it functions as a monitoring and accountability tool to ensure the selected contractor delivers measurable marketing results aligned with HTA's strategic objectives for the Taiwan destination market.