Han Hou - Hana Hou: The Magazine of Hawaiian Airlines

HanaHou!

2016 RATE CARD

Dana Edmunds

Hawaiian Airlines Inflight Media Program:

Your direct connection to traveling visitors and local residents

Hana Hou!

THE MAGAZINE OF HAWAIIAN AIRLINES
■ Bi-monthly Circulation: 135,000 copies per issue
Annual Reach: 10.2 million passenger emplanements

Hana Hou!’s Systemwide edition occupies the seatpockets of over 200 U.S.
Mainland and International flights a week to Hawai‘i and 160+ daily flights
to the Neighbor Islands. It effectively reaches both the visitor and resident
markets and is the largest consumer lifestyle magazine in Hawai‘i.

Hana Hou!

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■ Japanese Quarterly Circulation: 50,000 copies per issue
Annual Reach: 1.26 million passenger emplanements

■ Chinese Quarterly Circulation: 15,000 copies per issue
Annual Reach: 63,000 passenger emplanements

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Annual Reach: 265,000 passenger emplanements

Hana Hou!’s Asian editions offer an informative introduction to the
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Hawaiian Airlines is a major provider of air service from Asia and our
specialized language editions are carried in the seatpockets of these routes.

Hawaiian Airlines Inflight Entertainment System (IFE)
and Landing Program (multilingual)

Hawaiian Airlines IFE System is featured aboard all 22 Airbus A330
aircraft. Banner-to-Video advertising provides advertisers the
opportunity for customized messaging to a captive inflight audience.

The Hawaiian Airlines Landing Program is shown on all A330 and Boeing
767 aircraft just prior to touchdown in Hawai‘i. The slideshow highlights
upcoming events along with tips for traveling in the Islands.

Inflight Video

■ Viewership: 168 weekly flights (Boeing 767)
and 78,000 weekly impressions (A330)
Annual Reach: 2.7 million passenger emplanements

Hawaiian Skies, Hawaiian Airlines’ one-hour video magazine is shown on
the overhead screens of all Boeing aircraft and as a complimentary option on
all Airbus aircraft IFE systems. Video segments cover a mix of destinations,
with each four-month program reaching over 900,000 passengers.

Hawaiian Airlines PocketMap Series

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These useful, easy-to-read island maps are distributed on flights to O‘ahu,
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on the detailed topography, bringing customers right to their door.

“Hana Hou! works! The combination of
a captive audience, interesting stories and
beautiful photography makes it an effective buy.
Just present a compelling ad and people respond.”
– Herman Tam, Vice President of Marketing,
Honolulu Cookie Company

Dana Edmunds

Greatest Reach:

Deepest Market Penetration

Hawaiian Airlines is the largest provider of air service
from Hawai‘i’s prime visitor markets on the U.S. Mainland.

Visitor Arrivals Last year 8.2 million people visited Hawai‘i,
with over 5 million from the U.S. Mainland.
U.S. 62% Hawaiian Airlines flew 3.2 million of these
Japan 20% passengers—62% of all Westbound passengers.
All Other 18%

Hawaiian Airlines’ 10.2 million passengers have tremendous
spending power, and are enthusiastic shoppers!

Visitor Spending

U.S. 63% In 2014, visitors from North America
Japan 17% spent $14.7 billion in Hawai‘i.
Other 20% Visitors from Asia spent more per
day than any other region.
Source: DBEDT

Per Person Length of Per Person
Per Day Spending Stay in Days Per Trip Spending

U.S. West $161 9.5 $1,527
U.S. East $205 10.5 $2,136
Japan $276 5.8 $1,603
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China $405 6.5 $2,757
Oceania (Australia/NZ) $254 9.3 $2,361

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Visitors who fly on Hawaiian Airlines:

■ Spend an average of 12 days in Hawai‘i
■ Have an average annual household income of $110,465
■ Are traveling for pleasure (62%)
■ Enjoy dining out (81%), sightseeing (54%),

shopping (68%) and ocean sports (35%)

Hawaiian Airlines passengers who read Hana Hou!:

■ 765,000 passengers read each issue of Hana Hou!
■ Visitors spend an average of 32 minutes reading Hana Hou!
■ 90% say Hana Hou! gives them ideas for things

to do in Hawai‘i
■ 79% say they plan to visit the advertisers in Hana Hou!
■ 62% have visited the Islands five or more times
■ 30% plan to enjoy a lu‘au
■ 27% plan to purchase jewelry

Source: Hana Hou! readership survey conducted in April/May 2014.
Results compiled by QMark Research (2,146 responses).

“Hana Hou! is a high-quality publication that
gets major results. We have stores on all the
Islands so it's a great way to reach everyone."
– Becky Erickson, Owner,
Blue Ginger

Dana Edmunds

The Most Effective
Consumer Magazine in Hawai‘i

Hana Hou! Systemwide Edition

Circulation 135,000+ • Annual Reach: 10.2 Million Passengers

Bi-monthly Advertising Rates 3x 6x Bleed ads accepted at no
1x additional charge.
$ 8,900 Rates agency commissionable to
Full page $ 9,500 $ 9,100 6,750 recognized advertising agencies.
2/3 page 7,450 7,150 5,550 Rates subject to Hawai‘i
1/2 page 5,950 5,750 3,700 state sales tax.
1/3 page 4,100 3,800 2,200 All advertising subject to
1/6 page 2,400 2,300 Publisher's approval.

Premium Positions

Inside front cover $ 11,900 $ 11,500 $ 10,900 Mechanical Requirements
Inside back cover 11,500 11,100 10,700
Back cover 12,800 12,200 11,900 Printing Process:
1/2-page spread 9,700 9,300 9,100 Three-column format, Web press,
2-page spread 18,400 17,900 17,300 50# glossy text, perfect bound,
trim size 216 X 276 MM.
Bleed ads accepted at no additional charge
Special position premium 10% Production Specifications:
Rates subject to Hawai‘i state sales tax
Materials provided on disc:
Print Deadlines Space Closing Materials Due Minimum 300 dpi. Include all
November 27 %FDFNCFS4 required fonts, art and image files,
Issue January 29 February 5 color proof or copy of printed ad.
March 25 April 1 Accepted Mac Platform
February/March May 27 June 3 Applications:
April/May July 29 August 5 Acrobat pdf/x-1a (preferred),
June/July 4FQUFNCFS23 September 30 *O%FTJHOcs,
August/September Illustrator 9.0 or higher.
October/November Graphic Formats:
%FDFNCFS+BOVBSZ eps, tiff
Photoshop tiff or eps files
Advertising Space Dimensions (w x h) minimum 300 dpi at actual size
used, images flattened and saved
Advertising Space Ad Size Bleed Size with no compression
Acceptable Storage Formats:
%PVCMFTQSFBE(bleed) 432 x 276 438 x 282 cd-rom, dvd
1/2 page spread 432 x 138 438 X 141 Please note: Color accuracy cannot be
Full page 184 x 248 guaranteed without a press proof.
Full page (bleed) 216 x 276 222 x 282
2/3 page 121 x 252 FTP Instructions:
1/2 page vertical 121 x 188 Host: hanahou.us
1/3 page horizontal 121 x 124 6TFS*%BEGUQ
1/3 page vertical 1BTTXPSEB%QBTTXPSE
1/6 page horizontal 58 x 252 Please email your sales manager or
1/6 page vertical 121 x 60 [email protected] with ad
All sizes in millimeters 58 x 124 name after uploading any files.

For further information on Hawaiian Airlines’ It is un d e r stood that the above rates
inflight marketing program, please contact: are for advertising to appear in Hana Hou!
magazine. Ads will be billed on publication
Hana Hou! date with payment due within 30 days.
We require written notice of cancellation
1144 10th Avenue, Suite 401 of any advertising contract 30 days prior to
Honolulu, HI 96816 space closing date for the next scheduled issue.
Telephone: 808-733-3333 In the event of cancellation, advertiser must
Fax: 808-733-3340 remit any frequency discount received on
Email: [email protected] previously billed ads. Inserts and ads with
clip-out coupons cannot be accepted for
publication. All advertising subject to
Publisher’s approval.

Asian Market: Capture visitors arriving from

Japan, Korea and China with our custom language editions

Hana Hou! Japan

Circulation 50,000+ • Annual Reach: 1.26 Million Passengers

Quarterly Advertising Rates 2x 4x ALAIA
1x CCORACFKTTAILS
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Full page $ 6,200 $ 6,000 $ 5,800 J06.3Cover-Final.indd 3
2/3 page 4,750 4,600 4,440
1/2 page 3,150 3,000 2,900 5/27/15 1:45 PM
1/3 page 2,600 2,500 2,400
1/6 page 1,700 1,600 1,500 Hana Hou!'s
Japanese edition

Premium Positions is carried on Hawaiian Airlines’
Inside front cover
Inside back cover $ 7,950 $ 7,200 $ 6,950 roundtrip flights to and from
Back cover 7,000 6,750 6,500
2-page spread 8,100 7,800 7,500 Tokyo, Osaka and Sapporo,
11,600 11,200 10,800
and also on all Interisland

flights. Stories appeal to a

Japanese audience and provide

Hana Hou! Korea the in-depth coverage and

Circulation 15,000+ • Annual Reach: 265,000 Passenger Emplanements stunning photography readers

expect from Hana Hou!

Quarterly Advertising Rates THE MAGAZINE OF HAWAIIAN AIRLINES「하나 호우!」매거진 한국어판
1x
2x 4x 2014년 4-6월호

Full page $ 2,200 $ 2,050 $ 1,950 Volcano 911행복한 조우화산국립공원의 구조대원들을 만나다
2/3 page 1,600 1,500 1,400
1/2 page 1,300 1,200 1,100 그녀가 상어와 헤엄치는 이유
1/3 page 1,000 900
1/6 page 600 550 800 The Kahu영묘를 지키는 사람들
500

Premium Positions K4.22_CC22o.vienrd.dindd1 1

Inside front cover $ 2,700 $ 2,600 $ 2,450 Hana Hou! ’s 21/246./21.4261.2:�04�:328:3P7M
2-page spread 3,900 3,750 3,600
Korean/Chinese edition

Hana Hou! China is stocked in the seatpockets

Circulation 15,000+ • Annual Reach: 63,000 Passenger Emplanements of Hawaiian Airlines’ flights

to and from Incheon and

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Quarterly Advertising Rates Chinese passengers are first-
1x
2x 4x time visitors to the Islands, the

Full page $ 2,200 $ 2,050 $ 1,950 magazine offers an informative
2/3 page 1,600 1,500 1,400
1/2 page 1,300 1,200 1,100 introduction to the culture and
1/3 page 1,000 900
1/6 page 600 550 800 natural beauty of Hawai‘i.
500
THE MAGAZINE OF HAWAIIAN AIRLINES 夏威夷航空杂志

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Premium Positions SHELL VA A

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Inside front cover $ 2,700 $ 2,600 $ 2,450
2-page spread 3,900 3,750 3,600

Print Deadlines Space Closing Materials Due C3.3_Cover.indd 1
January–March October 23 October 30
April–June January 29 February 5 免费赠阅 欢迎将它带走
July–September April 29 May 6 1 . . 2 . �� : 2
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Cross Promotions:

Hawaiian Skies, IFE System and PocketMap Series

Hawaiian Skies, our one-hour video program, is shown on all Boeing 767
aircraft and as a complimentary program on Airbus IFE screens. Each
one-way Hawaiian Skies program reaches about 450,000 passengers.

Hawaiian Skies Inflight Travel Video
Triannual (4 months) advertising rates
Accepted video format: Quicktime movie file, Apple ProRes 422HQ

00:30 One Way Roundtrip
00:60 $3,600 $5,700
$4,700 $8,200

Video Deadlines Space Closing Materials Due

%FDFNCFSo.BSDI 4FQUFNCFS25 October 2
April–July January 22 January 29
August–November May 20 May 27
%FDFNCFSo.BSDI 4FQUFNCFS23 September 30

Hawaiian Airlines Inflight Entertainment System (IFE)
is featured aboard all Airbus A330 aircraft and delivers a
captive audience, customized viewership and measurable
response—a triple combo that produces optimal results for advertisers.

IFE Bi-monthy Advertising Options (A330) $3,000 ⁄ 500,000 impressions ($6CPM)
Banner ad with link to video (:30 video)
Size: First/Business Class 468 X 60 pixels

Economy Class 234 X 60 pixels

Landing Program (A330 & Boeing 767) $2,400 ⁄ 425,000 impressions
12 second static image within slideshow
Size: 1280 X 720 pixels (JPEG, TIFF, EPS)

Program Schedule Feb/Mar Apr/May Jun/Jul Aug/Sep Oct/Nov Dec/Jan

4QBDF$MPTJOH %FD4 Jan 29 Apr 1 Jun 3 Jul 29 Sep 30
.BUFSJBMT%VF %FD11 Feb 5 Apr 8 Jun 10 Aug 5 Oct 7

Hawaiian Airlines PocketMaps are a great way to get your message to
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useful, easy-to-read maps are passed out to passengers during their flights.

Hawaiian Airlines’ Inflight PocketMaps HawaiianO‘ahuTAhicreleienl“exeasGcbnPirtatodhaetcothekmsefeeowdcterHuioMnmsfnolrottatgaluanprudotncoSrPeftW-hdlaehrlluWryelweaiemflenceauewsashboexomlpioactw”iprkeo—dlereoe¯ınicd,kmdtmryeihiı¯faaosdeereeyluou!nmb—miricsesefoe.llatraaskocinnaohdtdlmehs’sosios,fmvHeaariwy—ai‘i.
Semi-Annual Advertising Rates
November 2010
Size (w x h) O‘ahu/Maui/Hawai‘i Kaua‘i

Back cover 3.625" X 8.25" $8,500 $7,250
Full panel 3.625" X 8.25" 6,400
Half panel 3.625" X 4" 7,500 3,850
%PVCMFTNBMMEJTQMBZ 3.625" X 1.5" 1,300
Small display 1.75" X 1.5" 4,500 ,650

1,950 Materials Due
,975 September 11
March 11
PocketMap Deadlines Space Closing September 9
November, 2015 - April, 2016 September 4
May, 2016 - October, 2016 March 4
November, 2016 - April, 2017 September 2

“With a marketing strategy that targets both
residents and visitors, Hana Hou! provides
a complete solution to our advertising needs.
The response to our advertising campaigns
in Hana Hou! is like no other, customers
continue to reference our advertising in
Hana Hou! time and time again.”

~ Buddy Moore, Vice President
Marketing Communications / E-Commerce
Maui Divers Jewelry

Dana Edmunds

Our Circulation:

Massive Reach, Tremendous Exposure

For giant reach and market penetration, nothing beats Hana Hou!
Hawaiian Airlines flies more passengers to and within Hawai‘i than
any other carrier. Add over 160 interisland flights per day and the
result is tremendous exposure for advertisers seeking to reach the
largest possible audience.

Our Circulation Each issue of Hana Hou! is carried systemwide for two months —
giving advertisers unparalleled reach and impact.

2014 Trans-Pacific/South Pacific Passengers

Gateway Flights Number of Gateway Flights Number of
City per Week Passengers City per Week Passengers

Los Angeles 29 721,757 Tokyo 7 185,806
Las Vegas 17 471,298 Osaka 7 176,242
Seattle 14 370,755 Sydney 7 170,936
Oakland 15 367,070 Seoul 6 133,171
San Jose 11 260,029 Brisbane 4 70,456
4ñþ%ùõ÷ÿ 7 194,761 Auckland 3
San Francisco 8 192,230 Fukuoka 3 61,514
Portland 7 184,139 American Samoa 2 56,312
New York 6 161,011 Beijing 2 43,361
Phoenix 7 158,866 Sendai/Sapporo 3 31,269
Sacramento 7 158,841 Tahiti 1 41,729
Charter/Other Taipei 1 24,772
3,208 12,266

Total 4,251,799

Figures are for 2014 one-way passenger emplanements. Island Number of
2015 routes no longer include Fukuoka, Sendai, and Taipei Destinations Passengers

Total passengers in 2014: O‘ahu 2,696,945
Maui 1,168,015
10,180,554 ,ÿþñ 757,622
,ñąñAù 687,202
Hilo 581,960
Moloka‘i
Lana‘i 24,616
Total 12,395

5,928,755

Hawai‘i’s Biggest and Longest-Serving Airline Passenger
Hawaiian Airlines Emplanements
offers non-stop
service to Hawai‘i Annual Passengers:
from more U. S. American Alaska
gateway cities 2000 6,268,161
than any other 17% 16% 2001 5,844,924
airline. Hawaiian 2002 5,882,833
Hawaiian also Delta 2003 5,685,183
provides over 25% 2004 5,613,885
160 flights daily 12% 2005 5,839,817
between the United 2006 6,212,805
Hawaiian Islands. Allegiant Air 2007 7,089,988
28% 2008 7,856,711
2% 2009 8,344,608
2010 8,524,939
Source: Mainland-Hawai‘i Market Share by Carrier 2011 8,666,319
Diio Mi/U.S.D.O.T. 2014 O&D Survey 2012 9,484,204
2013 9,935,743
2014 10,180,554