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BACKGROUND
In 1995, Sheraton Hawaii launched a cuisine concept known as the "Flavors of
Hawaii." A distinct Sheraton Hawaii offering, the Flavors of Hawaii cuisine features
fresh fish, poultry and game, exotic vegetables and herbs, and tropical fruit available in
the islands. It was developed by the public relations team with a group of innovative and
enthusiastic chefs. The goal: to market Sheraton Hawaii as a cuisine destination.Stryker Weiner & Yokota Public Relations, Inc. (SWAY), Sheraton Hawaii’s
public relations firm, formulated strategic programs to achieve this goal. A full-scale
campaign was developed.
OBJECTIVES
- Generate increased interest in a Sheraton Hawaii vacation and ultimately
increase bookings.
- Generate awareness of Sheraton’s Flavors of Hawaii with potential
guests and local community.
- Promote Flavors of Hawaii through local and national media exposure.
- Develop ongoing special promotional events/opportunities.
ACTIVITIES
To achieve these objectives, SWAY developed and implemented the
following:
- Media Relations: Presented the Flavors of Hawaii to more
than 500 journalists in New York, Los Angeles and Chicago through dinners for top writers
and editors. Publications represented included GOURMET, FOOD & WINE, BON APPETIT, TOWN
& COUNTRY, TRAVEL & LEISURE, CONDE NAST TRAVELER, among others. Secured numerous
television appearances for Sheraton Hawaii chefs with national, regional and local
television programs including "Home & Family" (The Family Channel),
"CBS Saturday Morning" (CBS), "In Food Today" (Television Food
Network), "Weekend Today in New York" (NBC), "Hari’s Kitchen"
(KHON) and "Hearty Chef" (KHON).
- Retail Promotions: Developed, coordinated and assisted
on-site with major Sheraton Hawaii retail promotions in New York, Chicago and Honolulu.
Promotions included chef demonstrations, Hawaiian entertainment, Sheraton Hawaii trip
give-aways, special packages designed by a wholesale travel partner and elaborate in-store
Sheraton Hawaii displays. Publicity for the events included print advertising, direct
mail, catalogues and radio mentions.
RESULTS
Since the campaign began two years ago, approximately 100
million people have read, heard and watched Sheraton’s Flavors of Hawaii. The effort
established Sheraton Hawaii on the culinary map and enhanced its reputation as a luxury
destination. Sheraton Hawaii is developing new opportunities to expand this program
including cooking classes, in-flight cuisine, guest chef appearances, television remotes
and much more. SWAY has played a major role in the success of this program and will
continue to provide proactive public relations in 1998 to increase visibility and
effectiveness of the Flavors of Hawaii.
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