Hawaii Tourism Japan (HTJ), the global contractor for the Japan market for the Hawaii Tourism Authority' (HTA) , in partnership with McDonald's Japan, announced the launch of its "World Mac Hawaii" campaign.
The promotion includes a trip giveaway contest and features a series of five Hawaiian-themed special menu items, which will debut in McDonald's restaurants throughout the country starting February 10 through late March 2015.
The World Mac Hawaii campaign is featured in McDonald's restaurant menus, tray sheets and promotions at more than 3,100 participating locations throughout Japan. Specialty menu items include: Hawaiian BBQ Pork Burger, Loco Moco Burger, Hawaiian Pancakes with Mixed Berries, Pineapple Pie and McShake Banana.
In addition, HTJ worked with its partners to provide a trip getaway contest to promote destination awareness. To enter to win a three-day, five-night trip for four to Hawaii, courtesy of Japan Airlines and Starwood Hotels & Resorts, consumers are required to participate in a Hawaiian-themed menu quiz. Nine groups of 36 winners total will be selected and announced in April.
The campaign is promoted through outdoor, TV and online ads. McDonald's traditional and mobile websites, which receive an average of 125 million page views per month, also feature the World Mac Hawaii campaign. The ad is available online by clicking here.
This campaign is estimated to generate more than $2 million in publicity for the destination.