CASE STUDY

Multi-dimensional product



Multi-dimensional product



The Hawaii Visitors and Convention Bureau (HVCB) campaign was an extraordinary task. The premise was to inform the public about Hawaii, and to garner interest. The initial intent was to sell seats on Continental Airlines. What a wonderful thing it turned into. It provided a marketing vehicle that was unprecedented in the travel industry. It surpassed its own expectations, and provided a perfect marketing medium. Lets evaluate the 4 p's to better understand the campaign.

Product.

The product that was being marketed was the "Advantages of Hawaii" over the other vacation destinations. It provides samples of the nine ...