ATTACHMENT 02 Activity Measures Worksheet.xlsx

This Activity Measures Worksheet is a tracking and reporting tool for the Hawaii Tourism Authority's destination brand marketing contract for the Japan major market area. The worksheet establishes quarterly performance targets for 2027 (January through December) across multiple marketing categories, including consumer paid media (television, print, digital, radio, and out-of-home advertising), travel trade paid media, public relations activities, consumer shows, trade meetings and shows, and social media platforms (Facebook, Instagram, YouTube, and TikTok). Offerors must submit quarterly targets subject to HTA approval, with the option to propose alternative social media platforms to replace those listed. The contractor is required to track and report actual performance monthly, with HTA retaining the right to modify measures to accommodate changing market conditions and objectives.

The worksheet specifies detailed metrics across all marketing channels, including reach, impressions, engagement rates, attendance figures, and content generation targets. For consumer paid media, contractors must track reach and impressions across television, print, digital, radio, and out-of-home channels. Public relations metrics include media interactions, press releases, earned media stories across print, digital, and broadcast channels, media familiarization trips, and articles generated. Social media metrics require reporting of total impressions, organic engagement rates, total engagements, and post counts for each platform. Travel trade activities require documentation of meetings with trade partners, trade show participation, attendance figures, appointments, familiarization trips, product development outcomes, and education sessions with participant counts. Consumer show metrics require tracking of show participation and attendance figures. All targets are subject to HTA approval, and the contractor must demonstrate the capacity to consistently meet or exceed established performance benchmarks throughout the contract year.