Product Support & Launches
Hawaii Macadamia Nut Association
TLC PR initiated a comprehensive marketing effort for the Hawai‘i Macadamia Nut Association to raise awareness of and support for the industry state-wide, specifically focused on promoting the purchase of 100% Hawai‘i-grown macadamia nuts (in the face of foreign competition).
In May 2005, Kona Kampachi™ was an entirely unknown fish, even in Hawai‘i. 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.
Made with Aloha Festival
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. The event also supported the state’s efforts to promote businesses manufacturing products in Hawai‘i by organizing the first exhibition ever produced to showcase these products.
TLC PR was selected by Starbucks Hawai‘i to work strategically with the marketing department to create visibility and to drive traffic into stores. Our method was to secure media coverage and to create “buzz.” Highlights of our achievements included numerous appearances on television morning shows—both in-studio and live at Starbucks’ sites. These included new product tastings, interviews of Starbucks executives and coverage of Starbucks-sponsored events.
From June 1, 2000 to January 31, 2006, TLC PR was the agency of record for Tiffany & Co. in the Hawai‘i/Pacific region. During this period of time the firm worked toward the goal of strengthening Tiffany’s positioning in the local (kama‘a– ina) 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. It also differentiated Tiffany from many other luxury brands that exerted all marketing efforts toward the Japanese visitor. Tiffany’s appeal relied partly on a wide product range, offering a relatively inexpensive gift of silver or crystal to the first-time shopper, as well as the extremely high-end jewelry purchased by dedicated customers. Part of our role was to entice the first-time buyer, particularly the youth market, so as to establish a brand loyalty early on with Tiffany.