© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL HAWAIIAN TOURISM AUTHORITY 2014 PRO BOWL MEDIA IMPACT REPORT April 2014 Expertise by Repucom Your contact person(s): James Paterson | Stuart Speirs

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Contents » PROJECT OVERVIEW 3 » EXECUTIVE SUMMARY6 » BRAND EXPOSURE ANALYSIS17 » YEAR ON YEAR COMPARISON28 » BROADCAST SUMMARY30 » APPENDIX32

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Project Overview

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL EVENT BACKGROUND The Pro Bowl is an annual all-stars American football match for players from the National Football League (“NFL”). Held the week before the Super Bowl, the 2014 Pro Bowl was staged at Aloha Stadium in Honolulu, Hawai’i for the 34 th time on the 26 th January 2014, with Team Rice winning the match against Team Sanders. OBJECTIVES OF THE STUDY Repucom has been commissioned by the Hawaiian Tourism Authority (“HTA”) to analyse the media exposure generated by Hawai’i from the broadcast of the 2014 Pro Bowl across Australia, Japan, the United Kingdom and the USA. The analysis was conducted on the broadcast feeds into each market:  Australia – ESPN  Japan – NHK Sports  UK – Sky Sports  USA – NBC Event Background and Project Objectives

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Media Tracking Parameters

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Executive Summary

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL $2,208,687 Global Qi Media Value 4 Key International Broadcast Markets 41:16 Broadcast Hours Global Audience 11,473,159 Quick Summary

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $2,208,687 Brand USAInternational Global 100% Media Equivalency ValueGlobal Qi Value 100% Media ValueQI Value100% Media ValueQI Value Hawaii $2,406,511$1,900,024$52,405$38,137 $2,458,916$1,938,161 Honolulu $301,583$182,592$3,139$2,027 $304,722$184,619 Waikiki $49,238 $436 $49,674 Maui $24,619 $42 $24,661 Haleiwa North Shore $18,464$5,868$259$79 $18,723$5,947 Kaneohe $43,083$5,614$73$12 $43,157$5,626 TOTAL $2,843,499$2,167,955$56,354$40,732$2,899,853$2,208,687 » The 2014 Pro Bowl generated a global Qi media value of $2.2 million for the Hawaiian Tourism Authority (HTA). » The ‘Hawaii’ brand was the most valuable generating 88% of HTA’s global Qi media value ($1.9 million). » The USA was also the most valuable market for HTA, with 98% of their global Qi media value generated in this market ($2.17 million). Media Value Summary

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Key Insights & Recommendations AMERICAN MARKET DRIVES GLOBAL MEDIA VALUE The domestic market was responsible for generating 98% of the Hawaiian Tourism Authority’s global Qi media value. This was due to match drawing over 11 million American viewers, which counted for 99% of the 2014 Pro Bowl’s global viewership. The international broadcasts occurred on pay television channels, and drew far smaller audiences than the USA broadcast. AMERICAN MARKET DRIVES GLOBAL MEDIA VALUE The domestic market was responsible for generating 98% of the Hawaiian Tourism Authority’s global Qi media value. This was due to match drawing over 11 million American viewers, which counted for 99% of the 2014 Pro Bowl’s global viewership. The international broadcasts occurred on pay television channels, and drew far smaller audiences than the USA broadcast. POSTCARDS ARE A GREAT SOURCE OF MEDIA VALUE FOR A TOURISM DESTINATION The insertion of Hawaii postcard imagery into each of the four international feeds was a great success, with high exposure duration and Qi media value recorded for the Hawaiian Tourism Authority (HTA). This source was by far the most valuable for HTA, generating 78% of their global media value ($1.7 million), and averaging nearly four minutes of exposure duration per feed. POSTCARDS ARE A GREAT SOURCE OF MEDIA VALUE FOR A TOURISM DESTINATION The insertion of Hawaii postcard imagery into each of the four international feeds was a great success, with high exposure duration and Qi media value recorded for the Hawaiian Tourism Authority (HTA). This source was by far the most valuable for HTA, generating 78% of their global media value ($1.7 million), and averaging nearly four minutes of exposure duration per feed. IMPROVING SIGNAGE DESIGN WILL INCREASE VALUE IN FUTURE YEARS The use of white text on a light green background for ‘Hawaii’ signage limited the exposure generated by the Hawaiian Tourism Authority. The contrast between the white text and light green coloring was not marked enough for the text to be clearly legible. While not optimal, the white text on the orange background was far easier to see during the broadcast. Repucom suggest, wherever possible, using to a darker background color in future to maximise exposure. IMPROVING SIGNAGE DESIGN WILL INCREASE VALUE IN FUTURE YEARS The use of white text on a light green background for ‘Hawaii’ signage limited the exposure generated by the Hawaiian Tourism Authority. The contrast between the white text and light green coloring was not marked enough for the text to be clearly legible. While not optimal, the white text on the orange background was far easier to see during the broadcast. Repucom suggest, wherever possible, using to a darker background color in future to maximise exposure.

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Key Insights and Recommendations Amount of Postcard Imagery differs greatly from market to market 4 min 36 sec3 min 42 sec4 min 21 sec2 min 20 sec  There was quite a difference in the number of postcards seen throughout the four different feeds of the 2014 Pro Bowl recorded for this project.  The USA broadcast showed the highest number of postcards throughout its broadcast.  Despite the Australian broadcast being a direct feed from NBC, there was still quite a large difference in the total duration of postcard exposure. This was primarily due to the timing of going to, and coming out of advertising breaks.  The UK ran its own feed of the Pro Bowl, with a lot of screen time spent with the commentators during pre game, half time and post game. This resulted in the lowest amount of postcard exposure of the four feeds analysed.  There was quite a difference in the number of postcards seen throughout the four different feeds of the 2014 Pro Bowl recorded for this project.  The USA broadcast showed the highest number of postcards throughout its broadcast.  Despite the Australian broadcast being a direct feed from NBC, there was still quite a large difference in the total duration of postcard exposure. This was primarily due to the timing of going to, and coming out of advertising breaks.  The UK ran its own feed of the Pro Bowl, with a lot of screen time spent with the commentators during pre game, half time and post game. This resulted in the lowest amount of postcard exposure of the four feeds analysed.

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Key Insights and Recommendations Verbal Mentions – Overall number dependant upon commentary teams used for broadcast  The 2014 Pro Bowl recorded 14 verbal mentions across the domestic NBC feed, with both Honolulu and Hawaii generating the highest mentions (six and five respectively).  The Australian feed on ESPN was a direct link to the American NBC feed, resulting in exactly the same number of verbal mentions across the broadcast.  Both Japan and the UK, who ran their own commentary, tended to refer to the island of Hawaii throughout their coverage as this was by far the most mentioned brand in their feeds (12 and 14 respectively).  The 2014 Pro Bowl recorded 14 verbal mentions across the domestic NBC feed, with both Honolulu and Hawaii generating the highest mentions (six and five respectively).  The Australian feed on ESPN was a direct link to the American NBC feed, resulting in exactly the same number of verbal mentions across the broadcast.  Both Japan and the UK, who ran their own commentary, tended to refer to the island of Hawaii throughout their coverage as this was by far the most mentioned brand in their feeds (12 and 14 respectively). Hawaii Honolulu Maui Waikiki Total

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $2,208,687 USA $2,167,955 USA $2,167,955 UK $8,712 UK $8,712 Australia $3,107 Australia $3,107 Japan $28,913 Japan $28,913 Global Broadcast duration and Qi Media Value Global Broadcast Hours 41h 16m USA 3h 17m USA 3h 17m UK 7h 45m UK 7h 45m Australia 9h 19m Australia 9h 19m Japan 20h 55m Japan 20h 55m

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Source: Audiences for metered international markets provided by Nielsen Television Audience Measurement and Eurodata  The 2014 Pro Bowl recorded a global audience of million viewers.  99% of this global viewership was recorded by the USA, which recorded million viewers from the only broadcast shown in the USA (live coverage on NBC).  Both the British and Australian markets showed multiple broadcasts of the Pro Bowl on pay television channels.  The Japanese market aired six broadcasts of the match across two channels, however both of these channels are not metered.  The 2014 Pro Bowl recorded a global audience of million viewers.  99% of this global viewership was recorded by the USA, which recorded million viewers from the only broadcast shown in the USA (live coverage on NBC).  Both the British and Australian markets showed multiple broadcasts of the Pro Bowl on pay television channels.  The Japanese market aired six broadcasts of the match across two channels, however both of these channels are not metered. Global Audience Analysis Global Audience 11,473,159

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Share of Voice – All brands Brand Exposure Time (sec)Share of Voice 2, % % % % % Other Brands % TOTAL 5, % Based on the domestic broadcast shown on NBC

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Brand Visibility - Hawaii Brand Exposure Time (Sec) Brand Visibility Hawaii % Honolulu250.21% Kaneohe70.06% Haleiwa North Shore30.03% TOTAL % Based on the domestic broadcast shown on NBC  The Hawaiian Tourism Authority recorded brand visibility of 3.43% from the 2014 Pro Bowl. This is comparable to event coverage that Repucom has analysed for other Tourism bodies on similar events. A brand visibility in the range of 3-5% is accepted as a benchmark result for coverage of an event like the Pro Bowl.  The extensive use of postcard imagery is primarily responsible for this result, with over four minutes of exposure.  The Hawaiian Tourism Authority recorded brand visibility of 3.43% from the 2014 Pro Bowl. This is comparable to event coverage that Repucom has analysed for other Tourism bodies on similar events. A brand visibility in the range of 3-5% is accepted as a benchmark result for coverage of an event like the Pro Bowl.  The extensive use of postcard imagery is primarily responsible for this result, with over four minutes of exposure. Brand Exposure Time (Sec) Brand Visibility Postcards % Static Field Level Sideline480.40% TVGI Text230.19% Static Upper Tiered220.19% Static Upper Billboard180.15% Outside Stadium Signage170.14% General Merchandise20.02% TOTAL % Postcard Imagery

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Brand Visibility SourceUSAAustraliaJapan United Kingdom Postcards2.33%1.86%2.56%0.98% Static Field Level Sideline0.40%0.29%0.43%0.15% TVGI Text0.19%0.23%0.28%1.86% Static Upper Tiered0.19%n/a Static Upper Billboard0.15% 0.35%0.05% Outside Stadium Signage0.14%0.12%0.03%n/a General Merchandise0.02%n/a TOTAL 3.43%2.65%3.66%3.05%  There were only small differences in the brand visibility scores for the Hawaiian Tourism Authority across the four international feeds of the 2014 Pro Bowl.  Japan recorded the highest score (3.66%), averaging 92 seconds of postcard imagery exposure per hour.  The UK, despite recording the lowest overall brand visibility score (3.05%), recorded a significant amount of TVGI text exposure. This was the result of a half time interview with a former Super Bowl winner who had a Hawaii branded TVGI present during the interview which received exposure for over four minutes, and was unique to the UK feed.  There were only small differences in the brand visibility scores for the Hawaiian Tourism Authority across the four international feeds of the 2014 Pro Bowl.  Japan recorded the highest score (3.66%), averaging 92 seconds of postcard imagery exposure per hour.  The UK, despite recording the lowest overall brand visibility score (3.05%), recorded a significant amount of TVGI text exposure. This was the result of a half time interview with a former Super Bowl winner who had a Hawaii branded TVGI present during the interview which received exposure for over four minutes, and was unique to the UK feed.

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Brand Exposure Analysis

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL SourceBrand (s)Global Qi Media Value PostcardsHawaii Verbal MentionsHonolulu, Hawaii, Waikiki, Maui TVGI TextHonolulu, Hawaii Static Field Level SidelineHawaii Outside Stadium SignageHonolulu, Haleiwa North Shore, Kaneohe Static Upper BillboardHawaii Static Upper TieredHawaii General MerchandiseHawaii TOTAL $2,208,687 Brand Exposure Summary

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $1,727,667 Hawaii Exposures 17 Exposure Time (sec) 276 Brand Visibility 2.33% Global Qi Value $1,727,667 Based on the domestic coverage on NBC Postcards

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Honolulu Mentions 6 Exposure Time (sec) 24 Brand Visibility n/a Global Qi Value $149,361 Hawaii Mentions 5 Exposure Time (sec) 20 Brand Visibility n/a Global Qi Value $129,090 Waikiki Mentions 2 Exposure Time (sec) 8 Brand Visibility n/a Global Qi Value $49,674 Global Qi Media Value $352,786 Based on the domestic coverage on NBC Total Mentions 14 Verbal Mentions Maui Mentions 1 Exposure Time (sec) 4 Brand Visibility n/a Global Qi Value $24,661

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $38,143 Honolulu Exposures 3 Exposure Time (sec) 18 Brand Visibility 0.15% Global Qi Value $28,087 Hawaii Exposures 1 Exposure Time (sec) 5 Brand Visibility 0.04% Global Qi Value $10,056 TVGI Text Based on the domestic coverage on NBC

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $34,623 Hawaii Exposures 11 Exposure Time (sec) 48 Brand Visibility 0.40% Global Qi Value $34,623 Based on the domestic coverage on NBC Static Field Level Signage

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $18,743 Honolulu Exposures 1 Exposure Time (sec) 7 Brand Visibility 0.06% Global Qi Value $7,171 Haleiwa North Shore Exposures 1 Exposure Time (sec) 3 Brand Visibility 0.03% Global Qi Value $5,947 Outside Stadium Signage Based on the domestic coverage on NBC Kaneohe Exposures 1 Exposure Time (sec) 7 Brand Visibility 0.06% Global Qi Value $5,626

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $17,722 Hawaii Exposures 7 Exposure Time (sec) 18 Brand Visibility 0.15% Global Qi Value $17,722 Based on the domestic coverage on NBC Static Upper Billboard

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $14,004 Hawaii Exposures 3 Exposure Time (sec) 22 Brand Visibility 0.19% Global Qi Value $14,004 Based on the domestic coverage on NBC Static Upper Tiered

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Global Qi Media Value $5,000 Hawaii Exposures 1 Exposure Time (sec) 2 Brand Visibility 0.02% Global Qi Value $5,000 Based on the domestic coverage on NBC General Merchandise

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL RankBrandSource Exposures Exposure time (sec) 100% Media Equivalency Qi Media Value Qi % Brand Visibility 1HawaiiPostcards17276$1,727, %2.33% 2HonoluluVerbal Mentions624$149, %n/a 3HawaiiVerbal Mentions520$129, %n/a 4WaikikiVerbal Mentions28$49, %n/a 5HawaiiStatic Field Level Sideline1148$300,227$34, %0.40% 6HonoluluTVGI Text318$112,205$28, %0.15% 7MauiVerbal Mentions14$24, %n/a 8HawaiiStatic Upper Billboard718$114,285$17, %0.15% 9HawaiiStatic Upper Tiered322$135,405$14, %0.19% 10HawaiiTVGI Text15$39,933$10, %0.04% 11HonoluluOutside Stadium Signage17$43,157$7, %0.06% 12Haleiwa North ShoreOutside Stadium Signage13$18,723$5, %0.03% 13KaneoheOutside Stadium Signage17$43,157$5, %0.06% 14HawaiiGeneral Merchandise12$12,310$5, %0.02% TOTAL60462$2,899,853$2,208, %3.43% Exposure By Source & Brand Based on the domestic coverage on NBC

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Year on Year Comparison

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Year on Year Comparison Key Input Variable2014 (2012&13 methodology) % Change 2014 v 2013 Total Number of HTA Markets Receiving Broadcast % Global Broadcast Hours (hr:min) 41:1647:1626:1243:1280% Global Viewership (‘000) 11,47311,65212,52312,9497% Postcard Imagery (seconds) % Postcard Duration per Hour (US Feed) % Global Qi Media Value $2,208,687$2,241,075$2,719,225$4,904,66718% NOTES & 2013 valuations done across USA, Japan, UK, Australia, Canada, Germany and New Zealand. No broadcast was found in Germany & South Korea for NOTES & 2013 valuations done across USA, Japan, UK, Australia, Canada, Germany and New Zealand. No broadcast was found in Germany & South Korea for In order to provide a point of comparison with broadcast analysis in 2012 & 2013, Repucom have applied the same methodology to the 2014 coverage (ie: using the US feed to value all markets). This is in contrast to the 2014 methodology which analysed four different feeds from Japan, Australia, US and the UK independently of each other.

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Broadcast Summary

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL MarketBroadcasterDateStart TimeEnd TimeDuration Broadcast Coverage Audience AustraliaESPN27-Jan-1411:3014:483:18Live16,418 AustraliaESPN 227-Jan-1419:0021:592:59Replay2,125 AustraliaESPN28-Jan-142:004:592:59Replay1,216 CanadaTSN26-Jan-1419:3023:003:30Live144,800 CanadaRDS26-Jan-1419:2523:003:35Live33,700 CanadaRDS 227-Jan-1409:3013:003:30Replay800 JapanNittele G+27-Jan-149:1514:004:45Liven/a JapanNHK BS-128-Jan-141:003:502:50Replayn/a JapanNittele G+28-Jan-1423:303:003:30Replayn/a JapanNittele G+29-Jan-1418:0021:303:30Replayn/a JapanNHK BS-131-Jan-149:0011:502:50Replayn/a JapanNittele G+2-Feb-145:008:303:30Replayn/a New ZealandESPN27-Jan-1413:0016:003:00Liven/a New ZealandESPN28-Jan-144:007:003:00Replayn/a United KingdomSky Sports 127-Jan-140:003:56 Live54,100 United KingdomSky Sports 227-Jan-1411:0111:580:57Replay4,200 United KingdomSky Sports 327-Jan-1415:5916:560:57Replay300 United KingdomSky Sports 327-Jan-1420:0120:590:57Replay15,000 United KingdomSky Sports 228-Jan-142:293:260:57Replay1,800 USANBC26-Jan-1419:3022:473:17Live11,378,000 TOTAL20 Broadcasts47:1611,652,459 Broadcast Summary

© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL Appendix

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© REPUCOM | HAWAIIAN TOURISM AUTHORITY – 2014 PRO BOWL MEDIA IMPACT REPORT | APRIL JAMES PATERSON Director, Government Tourism & Events STUART SPEIRS Account Director Phone(03) Mobile Phone(02) Mobile REPUCOM LEVEL HARCOURT PDE ROSEBERY NSW 2018 AUSTRALIA Contact Details