Client Success Stories

TURTLE BAY RESORT
RE-LAUNCH PRESS TIP

In December 2011, just a few months shy of its 40th anniversary, Turtle Bay Resort launched a comprehensive rebranding campaign unlike any other in its history. As the only resort destination on Oahu’s North Shore, Turtle Bay’s 410 rooms, ocean villas and cottages are uniquely situated 840 acres at the start of the “7-mile miracle” of world-renowned surf and beaches. The area – encompassing 5 miles of pristine oceanfront, lush forests, 12 miles of hiking and biking trails, and agricultural land – is rich in historical significance, long serving as a gathering place for watermen, Hawaiian royalty, surrounding communities and visitors alike.

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WAI‘ANAE MALL
40th ANNIVERSARY & WAI‘ANAE COAST HALL OF FAME

Wai‘anae Mall is a 170,300-square-foot retail center located 32 miles west of downtown Honolulu. The mall serves as the primary neighborhood shopping center on the Wai‘anae Coast, a relatively rural area that is home to 35,000 residents. In January 2013, the mall was purchased by A&B Properties, Inc. (A&B), the retail subsidiary of prominent Hawai‘i land company Alexander & Baldwin, Inc. Shortly thereafter, A&B launched significant improvements to upgrade the physical property and create aesthetic and capability enhancements. TLC PR was engaged in spring 2013, based on our proposal to view the mall as a vital community gathering place and to enliven it with events, entertainment and community partnerships, in addition to increasing visibility through traditional and social media.

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PUBLIC OUTREACH CAMPAIGN
PEDESTRIAN SAFETY
HAWAIʻI STATE DEPARTMENT OF TRANSPORTATION

TLC PR has worked closely with the Hawaiʻi State Department of Transportation and team partners since 2003 to develop and implement a comprehensive public education and outreach program aimed at reducing pedestrian injuries and fatalities. The program consists of extensive and proactive outreach methods, including a broad-based media campaign, partnerships with public and private entities including senior, ethnic and religious organization outreach,  press conferences and media events, public service announcements for radio, television and movie screens and an active speakers bureau.

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PUBLIC EDUCATION AND OUTREACH CAMPAIGN
HAWAIʻI STATE DEPARTMENT OF TRANSPORTATION
FREEWAY SERVICE PATROL

TLC PR was selected to create and implement a public information program to launch the Freeway Service Patrol program for the Hawaiʻi State Department of Transportation.

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REPOSITIONING CAMPAIGN
HAWAI‘I CONVENTION CENTER

When the Hawai‘i Convention Center opened, it was often referred to as “a white elephant.” It was the mission of TLC PR to turn this image around, to inform Hawai‘i stakeholders of the economic value of convention business, and to position the Center prominently among meeting planners as a premier facility.

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GRAND OPENING, KALIA TOWER
HILTON HAWAIIAN VILLAGE

The opening of Kalia Tower was a large-scale, multi-level public awareness campaign, requiring extensive strategic planning, client coordination and the involvement of various stakeholders.

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BRANDING AND POSITIONING
HAWAI‘I MACADAMIA NUT ASSOCIATION

TLC PR initiated a comprehensive marketing effort for the Hawai‘i Macadamia Nut Association to raise statewide awareness of and support for the industry, specifically focused on promoting the purchase of 100% Hawai‘i-grown macadamia nuts (in the face of foreign competition).

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ʻIOLANI PALACE
PUBLIC RELATIONS CAMPAIGN

TLC PR has worked with ‘Iolani Palace since 2000, when we offered pro bono services to assist with marketing and public relations activities. The mission was to build business for the Palace by generating public awareness both locally and in the visitor market.

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PUBLIC OUTREACH CAMPAIGN
KAUA‘I DEPARTMENT OF WATER

The Kauai Department of Water (KDOW) sought public relations services for an outreach program to educate customers on the valid need for an increase in rates for residential consumers, businesses, agriculture, developers and other stakeholders.

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PRODUCT LAUNCH AND ONGOING CAMPAIGN
KONA BLUE WATER FARMS, INC.

In May 2005, Kona Kampachi™ was an entirely unknown fish, even in Hawaiʻi. A year later, roughly 10 million people had read of, seen, or heard about it—generating massive demand that helped put the fish on the menus of dozens of the nation’s finest restaurants and in specialty food markets in eight states. Remarkably, TLC PR accomplished this new product launch without paid advertising by creating a campaign based entirely on media relations and special events.

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CREATION OF THE  “MADE WITH ALOHA FESTIVAL”
HYATT REGENCY WAIKIKI

The annual “Made With Aloha Festival” was created in 1994 for the Hyatt Regency Waikiki. The objective was to garner local and national publicity as well as to establish an event positioning the hotel as a community leader and innovator.

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GRASSROOTS SUPPORT CAMPAIGN
MAKENA RESORT REZONING

In 2004, in the face of fierce environmental opposition, Makena Resort Corp. engaged TLC PR to design and implement an aggressive grassroots and media campaign designed to rally support for the rezoning of its property as a part of its master plan and long-term build out.

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“MAUI LOVES KIDS” CAMPAIGN
MAUI VISITORS BUREAU

TLC PR created and implemented a campaign for the island of Maui that successfully identified and pursued the niche market of  family travel.

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REPOSITIONING CAMPAIGN
MYRON B. THOMPSON ACADEMY

TLC PR was hired as Myron B. Thompson Academy’s public relations and communications firm to mitigate negative press and restore the school’s image during a crucial period of transition.

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PUBLIC EDUCATION AND OUTREACH CAMPAIGN
OAHU METROPOLITAN PLANNING ORGANIZATION

When a planning issue is of vital local importance, how do you educate the public about options and elicit meaningful feedback at the same time?  This was the challenge addressed by TLC PR for the Oahu Metropolitan Planning Organization (OMPO). OMPO, a city-state agency, is charged with periodic updating of the long-term transportation plan for the entire island. The update prioritizes transportation for the next quarter-century and directs the course of billions of dollars of public funding.

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COMMUNITY AWARENESS CAMPAIGN
STARBUCKS HAWAI‘I

TLC PR was selected by Starbucks Hawaiʻi to work strategically with the marketing department to create visibility and to drive traffic into stores.

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LOCAL COMMUNITY POSITIONING CAMPAIGN
TIFFANY & CO.

From June 2000 to January 2006, TLC PR was the agency of record for Tiffany & Co. in the Hawaii/Pacific region. During this time, the firm worked toward the goal of strengthening Tiffany’s positioning in the local (kama‘āina) market.  This campaign was critical, as it carried Tiffany through challenging times when Japanese business was declining and the local market represented an opportunity to sustain sales levels.

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REPOSITIONING CAMPAIGN
TOWN CENTER OF MILILANI

The Challenge:  A “tired,” uninspired and sleepy mall requires revitalization. The owners have committed to a physical facelift for the mall but they need a campaign to re-invigorate it as a destination and attract more traffic. They also want to raise the promotional fee charged to all tenants, but need an active promotional and marketing program to prove to tenants that they are getting something for their money.

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REPOSITIONING CAMPAIGN
TURTLE BAY RESORT

The media relations program designed and executed by TLC PR for Turtle Bay Resort repositioned the resort as one of the top destinations in Hawai‘i after a lengthy period of shifting ownership, general malaise and relative media obscurity.  TLC PR was engaged to devise a plan to completely change the identity of the property and revive its status as the premier vacation destination on Oʻahu.

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