As part of a $4.5 million marketing blitz, Hawai'i tourism officials this week will cross the country, meeting with magazines, newspapers, radio and TV reporters and editors as part of an intensified pitch designed to fight a slump in the visitor industry.

John Monahan, president and CEO of the Hawai'i Visitors and Convention Bureau, begins his trip in California with meetings with the Los Angeles Times, the Orange County Register and others.

His overall message is that a Hawai'i vacation this year costs less than it did last year. Travel bargains in hotels, spas, food and cars are enough to offset the increased airfares.

The slogan "Discover more of Hawai'i for less than you imagined" began appearing yesterday in large ads in Sunday newspapers that include the San Francisco Chronicle.

"We are aggressively communicating this message with an extremely targeted integrated approach," Monahan said. The marketing arsenal includes promotions, advertising and online media.

MAJOR CITIES TARGETED

While the push is a complement to the usual strategy of pitching visitors on the unique experiences available in Hawai'i, this campaign is more focused on major cities served by direct flights. Research has shown that likely visitors are there.

Monahan will move on to Chicago, where he will meet up with a senior editor at www.Orbitz.com.

Then in New York City, his appointments include: The New York Times, The Wall Street Journal, Condé Nast publications, www.Forbes.com and travel expert Arthur Frommer.

He believes people will be interested in hearing that prices are less than they were last year. "We think that's an important message to tell." Monahan said.

"Yes, air fares are still up," but the other prices help compensate.

Monahan said it's important to get out with the message at a time when the state's No. 1 industry is faltering.

"There's nothing like being face to face with the people who are telling the story," he said.

The promotion is part of a joint effort this year by the state's lead tourism agency, the Hawai'i Tourism Authority, and industry partners and the bureau. That means more than $12.5 million is targeted at travelers from North America, with about $4.5 million coming directly from the state and the rest from the industry.

As Monahan travels, he is seeing the benefit of a cover story about Hawai'i in Hemispheres, the magazine that goes in the pocket of every United Airlines flight for the month of October.

STIRRING UP 'ENVY'

The feature includes: "Three Perfect Days on O'ahu" by local writer Rita Ariyoshi as well as a story about Hawaiian music.

The piece includes kayaking in Kailua, lunch at Buzz's Steakhouse in Lanikai, a stop at Pearl Harbor and Matsumoto's shave ice in Hale'iwa and Giovanni's Shrimp Truck in Kahuku.

Monahan and Jay Talwar, HVCB's senior vice president of marketing, say that mix of visitor activities with insider tips that residents would share is a big part of what many visitors are seeking.

He also points to the coup involved in another partnership with others in the visitor industry. K-EARTH 101, a Southern California oldies radio station, arranged to broadcast its afternoon drive show live in September from the Waikoloa Beach Marriott Resort & Spa on the Big Island and the Wailea Beach Marriott on Maui in a partnership with Marriott and Hawaiian Airlines.

DJ "Shotgun Tom" Kelly broadcast from the Islands while giving away 20 trips to Hawai'i, courtesy of the sponsors.

Public relations executive David McNeil said the radio promotion ended up with one month of giveaways and exposure to the very desirable afternoon drive time. He said the promotion took only about five weeks to put together and didn't cost that much because of the sponsor donations.

Making people wish they were on the beach with the DJ rather than commuting "was absolutely fabulous," McNeil said.

"He was creating a sense of envy."

Talwar said people tell pollsters they still want to vacation but a whopping 81 percent now worry about affordability.

"The consumer feels less able to afford travel," he said.

That's why it's so important for the current campaign to say that a seven-day vacation could easily cost a family $200 to $900 less than a comparable holiday package cost last year.