ATTACHMENT 02 Activity Measures Worksheet.xlsx

This Activity Measures Worksheet is a supporting exhibit for RFP 27-01 issued by the Hawaii Tourism Authority (HTA), the state agency responsible for destination brand marketing for the Hawaiian Islands. The worksheet establishes quarterly and monthly reporting requirements for the selected contractor to provide comprehensive destination brand marketing services across North America's major market areas, including the U.S. East, U.S. West, and Canada, with services limited to leisure travel marketing.

The Activity Measures Worksheet outlines specific performance metrics that the offeror must track and report on a monthly basis, with quarterly targets subject to HTA approval. The measurable categories encompass Consumer Paid Media (television, print, digital, radio, and out-of-home reach and impressions); Travel Trade Paid Media (print circulation, digital reach, and impressions); Public Relations activities (media interactions, press releases, earned media stories, media familiarization trips, and articles generated); Consumer Shows attendance; Travel Trade engagement (meetings with partners, trade shows, attendance, appointments, familiarization trips, and education sessions); and Social Media metrics across Facebook, Instagram, YouTube, and TikTok (including impressions, engagement rates, engagements, and posts). The offeror retains the flexibility to propose alternative social media platforms to replace those listed, while HTA reserves the right to modify the measures throughout the contract term to accommodate changing market conditions and objectives.