Jan 03, 2011 at 04:44 PM
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Hawaii Tourism Extends PGA Tour Partnership

The PGA TOUR and Hawaii Tourism Authority (HTA) announced a four-year extension of their Official Marketing Partnership that will continue to help promote the state's golf industry through 2014.

The partnership dates back to 2001 when the PGA TOUR and HTA aligned to highlight Hawaii's professional golf tournaments and the state's $1 billion golf industry. Hawaii today features more than 70 golf courses.

"We are delighted to continue our partnership with the Hawai'i Tourism Authority and to help highlight Hawai'i as a golfer's paradise through our season-opening events on the PGA TOUR and Champions Tour," said Tom Wade, the PGA TOUR's Chief Marketing Officer. "Opening the season in Hawai'i is a longstanding tradition and our members always enjoy starting each new year there."

"The Hawai'i Tourism Authority is very excited to announce the extension of our partnership with the PGA TOUR," said Mike McCartney, HTA President. "The TOUR brings the best golfers in the world to the best destination during a time of year when our key markets are covered in snow and Hawai'i can broadcast over 20 hours of warm weather and breathtaking natural resources. The energy of the season-opening event on Maui coupled with the 3D broadcast during the Oahu event provides viewers a very intriguing perspective of our beautiful destination."

The Hawai'i Tourism Authority is actively using PGA TOUR members to highlight the state and its many recreational activities through a cross-platform promotion. Six vignettes were used throughout 2010 and a new set of vignettes will be filmed during the opening tournaments in which players talk about their favorite activities when they visit the state. Each will begin with the common theme of: "Nothing is more exciting than ... "

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