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"Hawaii" Theme Used To Promote McDonald's In Japan FOR IMMEDIATE RELEASE
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Honolulu, Hawaii -- PacRim Marketing announced the July 1 launch of McDonald's summer campaign that promotes Hawaii throughout Japan. As part of the campaign, Ronald McDonald is surfing in Waikiki on the cover page of "McJoy" magazines, and "Hawaii Hula and Surfing" video footage is showing on big-screen televisions at McDonald's across Japan. Meanwhile, Japanese consumers are learning more about Hawaii while entering a McDonald's Internet sweepstakes. The summer "Hawaii" McDonald's campaign is a joint promotion of EDM (EveryD Mc. Inc.), the marketing arm of McDonald's in Japan, and PacRim Marketing, a Honolulu-based international marketing firm. "We hope this campaign will strengthen the future interest for Japanese to come to Hawaii this summer and throughout the fall," said Dave Erdman, president and CEO of PacRim Marketing Group, Inc. The summer campaign in Japan is larger in reach and scope than in the past: 500,000 copies of "McJoy" magazines and 2 million tray liners with Hawaii scenery and sweepstakes information on them have been printed and distributed to 2,000 McDonald's restaurants; video footage is being shown at 1,000 of the largest McDonald's restaurants; and in-store merchandising and the Internet sweepstakes cross-promote both McDonald's and Hawaii. The on-line sweepstakes is being promoted through "McJoy" magazine and on-line at www.Hawaii-arukikata.com , the largest and most popular commercial web site on Hawaii in Japanese, as ranked by Google Japan and Yahoo! Japan. Gifts for the winning contestants include free stays at Ohana Hotels and Turtle Bay Resort--which have donated the accommodations. "This is the first time the campaign has been truly integrated to include all of these components," said Tooru Abe, section director at EDM. "Campaigns featuring Hawaii have always been successful for us. Our target market--in this case, young adults and families in Japan--identify with Hawaii." "The value of this year's campaign is estimated to be several hundred thousand dollars, yet with the cooperative marketing efforts on the part of McDonald's, PacRim Marketing, Hawaii-arukikata.com, Outrigger Hotels and Resorts and several other Hawaii-based firms, and Japan-based Jalpak, its cost to the state of Hawaii is nothing," Erdman said. "We were excited when McDonald's committed to this campaign back in March, in the midst of the Iraqi war and SARS scare," Erdman said. "This shows McDonald's is confident in the Japanese market and its love for Hawaii." Plans already are being made for a McDonald's campaign to be launched on June 1, 2004. "Next year's campaign will provide more opportunities for Hawaii businesses to partner with McDonald's and tap into the Japanese market," Erdman said. PacRim Marketing Group, Inc. (www.pacrimmarketing.com) specializes in connecting clients with Pacific Rim markets through integrated, multicultural marketing solutions. ### Back | Current News News Archive
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