ATTACHMENT 02 Activity Measures Worksheet.xlsx

This is an Activity Measures Worksheet for the Hawaii Tourism Authority's destination brand marketing services contract for the Korea Major Market Area. The worksheet outlines quarterly performance targets that contractors must submit for HTA approval, with monthly tracking and reporting of actual results required throughout the contract period spanning from September 2026 through December 2027. The performance measures encompass six primary marketing categories: Consumer Paid Media (tracking reach and impressions across TV, print, digital, radio, and out-of-home channels), Travel Trade Paid Media (print circulation, digital reach, and impressions), Public Relations (media interactions, press releases, earned media stories across multiple platforms, and familiarization trips), Consumer Shows (number of shows and attendance), Travel Trade activities (meetings with partners, trade shows, attendance, appointments, familiarization trips, education sessions, and participant numbers), and Social Media (performance metrics for Facebook, Instagram, YouTube, and TikTok including impressions, engagement rates, total engagements, and posts).

The worksheet provides a standardized template for offerors to establish and report against measurable marketing objectives across all designated channels and platforms. HTA reserves the right to modify these measures to align with changing market conditions and strategic objectives. Offerors may propose alternative social media platforms to replace the current designated list. All target submissions are subject to HTA approval, and contractors must maintain consistent monthly reporting throughout the contract term to demonstrate performance against the approved quarterly targets and overall 2027 annual objectives.