Public Relations
The Challenge
For decades, Hawai‘i’s economy has struggled to diversify, remaining heavily reliant on the travel and tourism industry. A continuing outmigration of residents in recent years — in particular, young professionals — was a troubling trend, weakening the state's economic and social foundations.
Recognizing the urgent need for a strategic and impactful shift to support the future outlook for the business community, the Chamber of Commerce Hawaii developed the 2030 Blueprint for Hawai‘i — a comprehensive plan aimed at growing and diversifying the state’s economy. Anthology’s challenge from the Chamber was to launch the Blueprint not just as another report but as a dynamic, collaborative roadmap that would motivate action on eliminating roadblocks to achieving business success and produce measurable results in developing new business ventures and creating more jobs.
The campaign needed to inspire a broad coalition of stakeholders statewide — from lawmakers and business decision-makers to community leaders and residents — and secure both public and private sector support for the Blueprint’s implementation, all of this with an ultimate goal of encouraging residents to build their career in Hawai‘i and solidifying a more resilient economic future for the state.
The Solution
Anthology partnered with the Chamber of Commerce Hawaii to provide full-service communications support for the launch of the 2030 Blueprint for Hawai‘i. Our strategy focused on a multi-pronged approach that included proactive media relations, the creation of robust owned media content, and a strategic outreach plan to key government and business leaders.
We developed a collection of new, informative branding and communication materials, including a redesigned and reedited Blueprint report, an infographic summarizing the Blueprint’s highlights, a completely new website showing how the Blueprint can help Hawai‘i succeed, and a compelling video utilizing the voices and perspectives from a broad range of community and business leaders speaking to the need for the changes being recommended by the Blueprint.
We also leveraged high-profile media opportunities, which included securing a front-page feature in the Honolulu Star-Advertiser, Hawai‘i’s only statewide daily newspaper, extensive television coverage on Hawaii News Now Sunrise, Hawai‘i’s top-rated morning television news program, and a long-format interview of Chamber leaders explaining the Blueprint’s value on Hawai‘i Public Radio, a top statewide radio show followed by lawmakers, business leaders, and community advocates. Our campaign was highly successful, generating strong public awareness and sustained support from stakeholders.
The Blueprint's emphasis on economic improvement proved influential, strengthening the Chamber’s position in seeking business-friendly changes in laws before the Hawai‘i State Legislature, solidifying the Chamber and its Blueprint as key drivers of Hawai‘i’s economic future.
