LPWire: HI Visitors and Convention Bureau & Dis Studios Establish Alliance to Support Lilo & Stitch

Hawaii Visitors and Convention Bureau and Walt Disney Studios Establish Global Alliance to Support Disney's Animated Motion Picture 'Lilo & Stitch'

In an unprecedented move, the Hawaii Visitors and Convention Bureau (HVCB) and The Walt Disney Studios announced today an agreement with multiple opportunities for a groundbreaking global alliance around the release of Disney's upcoming animated motion picture, "Lilo & Stitch." The marketing agreement will support the film's release in theaters, on video, DVD, and television, in the US and internationally, as well as travel to the state of Hawaii. The announcement was made by Tony S. Vericella, HVCB's President and CEO, Cherise McVicar, Senior Vice President, National Promotions for The Walt Disney Studios, and Ignacio Darnaude, Senior Vice President, International Marketing, Buena Vista International.

This unique alliance, the first of its kind in the motion picture industry, promises support for "Lilo & Stitch" franchise initiatives worldwide, including consumer media, trade support, sweepstakes prizing, online support, premiere sponsorship, and in-kind services. Through the integration of Hawaii with Disney's synergy divisions, both entities will be able to optimize the relationship in their global marketing efforts. HVCB's agreement with Disney is contingent on funding on a yearly basis and includes the opportunity to work with mutually agreed upon Hawaii partners.

Vericella said, "Hawaii is excited to be teaming with Disney, the world's leading family entertainment brand, to extend the reach of the Islands of Aloha and share the concept of 'ohana (family) with the world. Hawaii is one of the world's leading family destinations, and is known and appreciated by visitors for warmth, hospitality, and the sense of 'belonging' experienced when they travel to each of our six Islands -- Kauai, Oahu, Molokai, Lanai, Maui and the Big Island of Hawaii. This spirit of 'ohana that comes through in 'Lilo & Stitch' is a central concept that lives within all of the people of Hawaii. Our global, fully-integrated relationship with Disney will provide us with creative ways to encourage people to visit the Islands of Aloha, to experience 'ohana for themselves and at the same time encourage them to see this truly special film."

McVicar added, "Disney's alliance with HVCB is a first for us, as it spans all areas of promotions and marketing, across all divisions, and in all territories, and includes the first ever global sponsorship of a motion picture premiere. By marshalling the potential resources of its many global members under one umbrella, the HVCB is one of our most significant relationships for 'Lilo & Stitch.'"

Darnaude added, "This relationship will allow us to bring the concepts of aloha and 'ohana to our key markets around the world. We are particularly excited about our partnership in Japan, as Hawaii is a popular destination there, and it will be the perfect way to kick-start the marketing campaign eight months prior to the film's release in Japan."

A key component of the Disney/HVCB global alliance is its extensive program on the World Wide Web with Disney Online, including sponsorship of the film's official "Super Site". The on-line program begins with the film's initial domestic release on June 21st, and continues through all worldwide territories and later extends to its video and DVD release. Other Internet initiatives include creative integration of interactive media on Disney.com and FamilyFun.com, as well as the creation of games, screensavers, downloadable images, and e-mail newsletters.

A number of key Hawaii partners are a part of this special alliance. Domestically, they include Hawaiian Airlines, Hilton Hotels and Resorts, and Hilo Hattie. Internationally, the partners include Japan Airlines, United Airlines, and Hilton Hotels. In addition, discussions continue between Disney, HVCB and many others who will be offered opportunities to participate in activities in key geographic markets around the world.

"The enthusiasm of Hawaii's partners has been overwhelming," said Vericella. "Their encouragement, creativity and support has been a significant factor in the creation of this global alliance and will continue to help us maximize this agreement with Disney for the benefit of our entire State in ways that are truly non-traditional for a travel destination."

Combining unforgettable characters, an imaginative and offbeat story, and colorful artistry, Walt Disney Pictures' delightful new animated comedy, "Lilo and Stitch," tells a captivating tale of a young girl's close encounter with the galaxy's most mischievous extraterrestrial. Lilo is a lonely Hawaiian girl who adopts a small ugly "dog," whom she names Stitch. Stitch would be the perfect pet if he weren't in reality a genetic experiment who has escaped from an alien planet and crash-landed on Earth. Through her love, faith and unwavering belief in 'ohana (the Hawaiian concept of family), Lilo helps unlock Stitch's heart and gives him the one thing he was never designed to have -- the ability to care for someone else. With its lush tropical setting, unique sense of humor, and classic songs by Elvis Presley, "Lilo & Stitch" promises to capture imaginations everywhere. More information about Hawaii, the Islands of Aloha can be found at www.gohawaii.com/promotions/dcom. More information about Disney's "Lilo & Stitch" can be found at www.disney.com/stitch.

--Posted June 12, 2002

Source: Hawaii Visitors and Convention Bureau