FOR IMMEDIATE RELEASE

Contact:
PacRim Marketing Group, Inc.
Dave Erdman (808) 949-4592 ext. 833 /
Fax: (808) 942-5251
Web Site: http://www.pacrimmarketing.com

---

JAPAN MCDONALD'S KICKS OFF HAWAII CAMPAIGN WITH A NEW TWIST

---

Honolulu, Hawaii-Japan McDonald's annual Hawaii-themed campaign kicked off with a new twist in June. PacRim Marketing Group, which works in conjunction with McDonald's Japan and other local Hawaii businesses to support the campaign, announced that the campaign broke a month earlier this year and features family vacations on Oahu and the Big Island. The major sponsor of the program is Outrigger Hotels & Resorts/OHANA Hotels & Resorts. Other sponsors include Big Island Visitors Bureau and Oahu Visitors Bureau.

"The early summer launch date was intended to highlight Hawaii as a family destination when Japanese families were still booking summer trips," said Dave Erdman, President of PacRim Marketing Group, Inc. "One of the exciting things about the annual Japan McDonald's campaign is that it provides opportunities for Hawaii businesses to partner with McDonald's and tap into the Japanese market."

Typically, the summer campaign at McDonald's Japan is launched with the intent of attracting customers to its more than 2000 outlets with the allure of images of Hawaii, such as Ronald McDonald surfing in Waikiki, which was featured on the cover page of "McJoy" magazines in 2003. "This year, the McJoy Magazine reads like a travel guide on Hawaii, listing family activities such as the Honolulu Zoo, Waikiki Aquarium and shopping locations like Cinnamon Girl," said Erdman. The annual campaign includes video footage of Hawaii shown on big-screen televisions at McDonald's across Japan; 500,000 copies of "McJoy" magazines, 2 million tray liners with Hawaii scenery; in-store merchandising; and an 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 this year include a free three-night stay at an Outrigger Hotel, a ukulele, and aloha shirts. Companies that donated gifts include Ukelele Pua Pua, Hilo Hatties, and HIC.

The Japan 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.

PacRim Marketing Group, Inc. (http://www.pacrimmarketing.com) specializes in connecting clients with Pacific Rim markets through integrated, multicultural marketing solutions.

###