The Hawaii Visitors and Convention Bureau (HVCB) has launched a $500,000 marketing campaign designed to increase visitor traffic from two of its largest East Coast markets,  New York and Chicago.

The “Living in the Moment” marketing blitz began on Feb. 18  and will run through March 17 . The campaign, which emphasizes a different island each week,  will use print, broadcast, and online advertising, social media engagement, and public relations  to increase demand for Hawaii. It highlights opportunities for romance, family fun, outdoor adventure, culture and arts, health and wellness, cuisine, and golf. 

The effort is an initiative to increase demand from  Chicago and New York to levels that will support current air service, John Monahan, HVCB’s president and CEO, said in a press release. 

“We are aware that carriers serving the islands from those markets have lowered fares to attract passengers. However, we also know that unprofitable routes don’t last very long, nor do routes where airfares have risen to levels that turn away demand among potential travelers,” Monahan said. “By launching this campaign, we’re being proactive in our efforts to support these important routes and get more travelers to the islands from the East Coast.”

While Hawaii enjoyed record visitor arrivals and spending last year, there is still opportunity for growth, particularly out of the U.S. East, Mike McCartney, Hawaii Tourism Authority president and CEO said in a press release. 

“We are committed to help stimulate travel demand from these metro areas and support the success of new and existing flights from the U.S. East market,” McCartney said. “These blitzes are also a great way to keep the Hawaiian Islands top of mind with our friends on the East Coast and share with them our unique people, place and culture.”