RFP 26-12 Marketing Campaign Effectiveness Study 2026-2028

The Hawai‘i Tourism Authority (HTA) is seeking proposals from qualified firms or individuals to design, conduct, analyze, and report on the effectiveness of its paid advertising campaigns targeting the U.S. and Japan markets. This study will focus on measuring key indicators such as advertising awareness, the influence on travel decisions, visitor spending, and the economic and tax return on investment of HTA’s advertising expenditures. The evaluation will specifically assess the impact of HTA’s advertising investments made during the calendar year in these two key markets, providing critical insights into the return on public funds invested. This solicitation, titled "RFP 26-12 Marketing Campaign Effectiveness Study 2026-2028," is managed by the Department of Business, Economic Development, & Tourism of Hawaii and is open until June 16, 2026. The work will be performed statewide across Hawaii. Interested parties may contact Tracey Fermahin for more information. The study outcomes are intended to support HTA’s ongoing efforts to optimize the effectiveness of its marketing campaigns by providing detailed data and analysis that inform future investment and strategy decisions in tourism promotion.