Hawaii Visitors Bureau Win Magellan Award for Marketing Excellence

The Magellan Awards. Photo courtesy of Travel Weekly.

By Sonia Isotov

Travel Weekly, the national newspaper of the travel industry, has awarded the Hawaii Visitors and Convention Bureau (HVCB) and its Hawaii-based advertising agency MVNP with a 2011 Gold Magellan Award for its “2010 American Express Co-Branded Program” in the Destination: Advertising/Marketing category of the competition.

HVCB was one of more than a dozen Gold Award winners to be recognized along with other top US and international destination marketing organizations, including the Las Vegas Convention and Visitors Association, California Tourism, San Francisco Travel Association, Mexico Tourism Board, and St. Maarten Tourist Bureau.

On Maui, the silver Magellan Award went to the Wailea Resort Association in the Destination category.

American Express (AMEX) and HVCB worked together to market Hawaii in a comprehensive, 360-degree integrating communications program that included promotion of custom vacation packages via print advertising in magazines such as Travel+Leisure, Food & Wine, and Departures, in statement messaging and in email marketing to AMEX card holders, and travel trade initiatives through the Consumer Travel Network.

“Our marketing approach has focused on building creative, targeted, and engaging campaigns that highlight the rich diversity of the Hawaiian Islands and generate exposure for the destination and deliver on the bottom line for our industry partners,” said John Monahan, HVCB’s president and chief executive officer, in a written statement today. “It’s a tremendous honor to be recognized by some of the most influential names in travel and among some of the best in the tourism business for our strategic work with American Express.”

From design to marketing to services, the Magellan Awards received entries from top travel organizations and professionals worldwide and winners represent the high standard of excellence within the industry. Gold and silver winners are honored in the categories of Airlines and Airports, Cruise Ship, Destinations, Hotels and Resorts, Online Travel Services, Travel Agent/Agency, and Tour Operators.

Winners are selected by some of the most trusted names and most qualified judges in the travel industry. This year’s panel included Bob Dickinson, former president and chief executive director of Carnival Cruise Lines; Peter Greenberg, travel editor for the CBS Early Show; John DiScala, travel blogger/editor of JohnnyJet.com; Rudy Maxa, host of Rudy Maxa’s World; Laila Rach, professor and founding dean at the New York University’s Tisch Center for Hospitality, Tourism and Sports Management; and Patricia Schultz, author of 1,000 Places to See Before You Die.