LOS ANGELES (HI Now) - Los Angeles was Hawaii’s top domestic visitor market, making the NFL matchup an ideal platform to introduce a new tourism campaign to millions of viewers. The Hawaii Tourism Authority (HTA) debuted its global marketing campaign, “Hawaii Stays With You,” during the Los Angeles Rams and Arizona Cardinals game at SoFi Stadium.
HTA leaders said launching the campaign in Los Angeles allowed them to connect with travelers who value meaningful experiences. The campaign focused on transformational travel and emphasized Hawaii’s people, culture, and communities rather than traditional sightseeing.
Caroline Anderson, HTA’s interim president and CEO, said Hawaii held lasting emotional significance for visitors, serving as a place for life milestones and repeat journeys. She noted that the campaign invited travelers to form deeper connections by seeing Hawaii through the everyday lives of those who call the islands home.
Developed in partnership with the Hawaii Visitors and Convention Bureau, the campaign was set to roll out across key visitor markets in the coming months. Officials said it aimed to attract mindful travelers while balancing tourism with sustainability, community values, and long-term benefits for residents, and would feature local ambassadors and future social media content sharing their perspectives.
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