Aloha  kākou  (aloha  to  all),    On  behalf  of  the  people  of  Hawai‘i,  we  want  to  thank  you  for  your  support  in  promoting  our  island  destination.  Hawai‘i  is  a  special  place,  with  a  blend  of  cultures,  activities,  and  experiences  unique  in  the  world.  These  Islands  have  drawn  the  attention  of  travel  marketers  and  journalists  throughout  the  years—dating  back  to  authors  Mark  Twain  and  Robert  Louis  Stevenson.  Along  the  way,  some  of  those  who  have  featured  Hawai‘i  have  not  always  been  intimately  familiar  with  the  Islands.  As  a  result,  our  destination  has  often  been  misrepresented  or  inaccurately  portrayed.    

In  response  to  these  issues,  we  have  developed  the  Ma‘ema‘e  Tool  Kit,  which  will  provide  you  with  the  essential  information  you  need  to  authentically  promote  the  Hawaiian  Islands.  From  geographical,  historical,  and  cultural  information,  to  descriptions  of  the  many  experiences  we  have  to  offer,  this  is  your  guide  for  basic  knowledge  about  Hawai‘i.  Also  included  is  a  useful  language  tool  that,  when  implemented,  will  help  to  ensure  that  the  Hawaiian  language  is  applied  correctly  in  your  promotions.  

This  USB  drive  features:  • Hawaiian  Culture  Initiative  document  • Hawaiian  Language  Tools  • Hawai‘i  Image  Usage  Guidelines  • Hawaiian  Cultural  Experiences  (including  other  festivals,  events,  and  activities)  • Style  &  Resource  Guide  (updated  from  2007  version)  • Hawai‘i  vs.  World  History  Timeline  • Island  Maps  &  Information  

 We  need  your  help  to  promote  Hawai‘i’s  people,  place,  and  culture  in  an  authentic  and  meaningful  way.  The  Hawai‘i  Tourism  Authority  (HTA)  supports  efforts  that  help  to  preserve  the  Hawaiian  culture  and  its  heritage,  and  we  encourage  our  partners  like  you  to  join  in  this  commitment.    

If  you  need  further  information  or  assistance,  please  access  the  Ma‘ema‘e  page  online  at  www.hawaiitourismauthority.org/maemae  or  contact  HTA  directly  by  phone  at  1  (808)  973-­‐2255.    

Mahalo  nui  (thank  you  very  much)!    

   *Ma‘ema‘e  is  a  living  and  breathing  program,  which  will  continue  to  grow  and  evolve.  Information  is  created  for  specific  purposes  and  audiences.  The  HTA  continues  to  work  with  its  partners  in  the  community  and  industry  to  provide  the  most  accurate  and  relevant  information  for  this  program.  

 

 

 

Table of Contents    

HAWAIIAN  CULTURE  INITIATIVE ..........................................................................................................................3  

HAWAIIAN  LANGUAGE  TOOLS .............................................................................................................................4  

HAWAI‘I  IMAGE  USAGE  GUIDELINES....................................................................................................................4  

HAWAIIAN  CULTURAL  EXPERIENCES....................................................................................................................5  

STYLE  &  RESOURCE  GUIDE ...................................................................................................................................6  

HISTORICAL  TIMELINE ..........................................................................................................................................6  

ISLAND  MAPS  &  INFORMATION...........................................................................................................................6  

MA‘EMA‘E:  THE  NAME  &  STANDARD  EXEMPLAR ................................................................................................7  

 

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(Please  scroll  down  for  a  description  of  each  tool  kit  item.)  

HAWAIIAN CULTURE INITIATIVE  

Hawaiian  man  pounding  poi  

This  document  is  a  summary  of  the  issues  and  concerns  surrounding  the  Hawaiian  culture  as  it  relates  to  tourism.  It  also  outlines  the  initiatives  and  goals  that  lay  the  framework  for  reaching  a  resolution.    The  State  of  Hawai‘i’s  Tourism  Strategic  Plan  (TSP)  includes  a  Hawaiian  Culture  Initiative  that  aims  to  honor  and  perpetuate  the  Hawaiian  culture  and  community.  The  host  culture  is  what  continues  to  draw  visitors  to  Hawai‘i  from  around  the  world,  and  is  the  reason  Hawai‘i  has  been  such  a  successful  visitor  destination  over  the  years.  As  a  stakeholder  in  this  initiative,  the  Hawai‘i  Tourism  Authority  (HTA)  supports  efforts  that  help  to  preserve  the  Hawaiian  culture  and  its  heritage.    Recent  analysis  of  existing  marketing  material  has  revealed  several  issues  regarding  the  inaccurate  and  sometimes  offensive  nature  of  promotions  used  to  market  Hawai‘i  as  a  destination.  Specific  examples  include  the  use  of  incorrect  information,  spelling  errors,  and  inappropriate  images  in  various  marketing  brochures.  This  matter  has,  and  continues  to  be,  one  of  the  leading  concerns  of  the  Hawaiian  community  with  regards  to  the  Visitor  Industry.    The  Ma‘ema‘e  Program  is  a  concerted  effort  to  address  the  challenges  facing  the  Industry,  as  it  relates  to  the  way  Hawai‘i  is  marketed  as  a  global  visitor  destination.  

 

 

HAWAIIAN LANGUAGE TOOLS                

 Hawaiian  Language  Medium  School  

Language  is  not  only  a  major  vehicle  for  communicating  thoughts  and  feelings,  but  also  a  fundamental  expression  of  culture  and  identity.  When  representing  any  culture  in  copy,  it  is  important  to  respect  the  language  by  adhering  to  appropriate  rules  of  spelling,  diacritics,  and  grammar.  The  Hawaiian  language,  in  particular,  is  perhaps  the  most  defining  aspect  of  its  culture.  Considering  this,  it  is  especially  important  to  represent  Hawai‘i  and  its  culture  both  accurately  and  sensitively  in  any  type  of  marketing  material.    Utilizing  Microsoft  Word’s  AutoCorrect  tool,  we  have  developed  instructions  for  adding  a  list  of  common  Hawaiian  words,  place  names,  and  other  proper  nouns  to  your  bank  of  current  AutoCorrect  entries.  Upon  completion  of  this  process,  commonly  misspelled  words,  including  those  missing  appropriate  diacritical  markings,  will  automatically  be  corrected  as  you  type.  For  example,  “Hawaii”  will  become  “Hawai‘i.”  This  tool  works  to  remedy  the  issue  of  incorrect  spelling  and  formatting,  and  thus  helps  to  ensure  that  the  Hawaiian  language  is  accurately  represented  in  promotions  around  the  world.  

IMAGE USAGE GUIDELINES Over  the  years,  imagery  used  to  represent  Hawai‘i  has  become  less  and  less  “Hawai‘i”  in  nature.  Historically,  this  occurs  when  someone  applies  preconceived  notions,  stereotypes,  and  myths  about  another  culture  that  are  developed  through  their  own  dominant  cultural  experience,  without  understanding  the  importance  of  the  host  culture’s  own  values,  practices,  symbols,  and  rituals.  

‘I‘iwi,  Hawai‘i  Island  

In  an  attempt  to  break  away  from  these  misrepresentations,  we  have  developed  this  resource  to  educate  travel  industry  members  about  the  issues  regarding  image  usage  in  marketing  material.  This  image  resource  will  help  you  to  distinguish  between  appropriate  and  authentic  images  of  Hawai‘i  versus  inappropriate  or  stereotypical  images.  Use  this  guide  when  reviewing  your  material  to  ensure  the  accuracy  and  appropriateness  of  your  chosen  photos.  

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Highlights:                    

Royal  Palaces  of  Hawai‘i    - Here  we  highlight  our  three  Royal  Palaces  of  Hawai‘i  (in  fact,  they  are  the  only  royal  

palaces  in  all  of  the  United  States).  This  brochure  provides  a  snapshot  in  time,  as  we  look  back  on  the  history  of  the  palaces  with  key  imagery  and  significant  historical  commentary.  For  convenience,  useful  visitor  information  is  also  included.  

Native  Hawaiian  Festivals  - In  Hawai’i,  we  are  proud  to  host  five  major  Hawaiian  cultural  festivals  that  celebrate  

the  history  and  culture  of  our  Islands;  namely,  Prince  Kūhiō  Celebration,  Merrie  Monarch  Festival,  King  Kamehameha  Celebration,  Prince  Lot  Hula  Festival,  and  Aloha  Festivals.  Each  one  is  distinct  while  offering  attending  guests  a  truly  memorable  and  unique  experience.  Enclosed  you  will  find  general  information  on  each  festival  including  the  month  and  island  on  which  it  occurs,  as  well  as  some  background  information  about  the  cultural  and  historical  significance  of  the  five  different  events.  

Heritage  Sites  of  Hawai‘i  - Located  throughout  the  Islands  are  the  Heritage  Sites  of  Hawai‘i,  which  highlight  

special  places  that  are  often  visited  for  their  cultural,  natural,  scenic,  and  historical  significance.  Whether  it’s  a  unique  natural  wonder;  a  National  Historical  Site,  Park  or  Monument;  or  a  location  of  special  significance  in  Hawaiian  customs,  beliefs  and  practices;  these  sites  are  a  “must  see”  when  you  visit  Hawai‘i.  

So  Much  More  Hawai‘i  - No  matter  how  often  you  visit  Hawai‘i,  there  is  always  something  new  and  exciting  to  

discover.  As  we  say,  “there  is  so  much  more  to  Hawai‘i  than  you  can  possibly  imagine.”  Here  we  highlight  additional  things  that  visitors  can  see  and  do  while  in  our  beloved  islands.  

Statewide  Itinerary  Maps  - This  resource  will  help  you  identify  the  various  activities  and  places-­‐of-­‐interest  visitors  

can  include  in  their  travel  itineraries  while  enjoying  each  of  our  six  major  Islands.  

Signature  Events  - Grouped  by  month,  this  listing  describes  some  of  the  festivals  and  events  offered  year  

round,  including  the  cultural  and  sporting  events  held  on  each  island.  

HAWAIIAN CULTURAL EXPERIENCES  This  section  serves  to  promote  cultural  activities  that  go  beyond  the  typical  visitor  experience.  However,  please  note  that  not  all  the  activities  and  attractions  described  within  are  necessarily  “cultural.”  Rather,  certain  cultural  and  historical  experiences  are  highlighted  while  the  remaining  activities  are  mentioned  to  showcase  the  variety  of  special  events  and  “off-­‐the-­‐beaten-­‐path”  attractions  we  have  to  offer  in  these  Islands.  

Hulihe‘e  Palace,  Hawai‘i  Island  

 

 

STYLE & RESOURCE GUIDE This  section  focuses  on  HTA’s  “Style  &  Resource  Guide,”  developed  as  a  handy  reference  to  clarify  facts  about  the  Islands  that  have  sometimes  been  miscommunicated.  The  guide  covers  various  categories  including  language  elements,  proper  places  names,  cultural  sensitivities,  and  resources,  among  others.  When  putting  together  marketing  material  or  creating  media  pieces,  be  sure  to  utilize  this  guide  to  check  for  appropriate  information.  In  addition  to  the  Style  &  Resource  Guide,  this  section  also  includes  a  short  Contact  and  Resources  List  for  quick  reference.  For  questions  regarding  who  to  contact  and  where  to  look  for  specific  information,  please  refer  to  this  list.  

HISTORICAL TIMELINE This  general  timeline,  detailing  key  points  in  Hawai‘i’s  history,  highlights  the  change  and  transitions  our  destination  has  endured  over  the  years.  An  accompanying  timeline  of  world  history  will  allow  you  to  make  sense  of  what  was  occurring  globally  at  each  point  in  time.  These  events  demonstrate  Hawai‘i’s  evolution,  including  the  era  in  which  it  was  recognized  as  an  independent  island  kingdom.  

ISLAND MAPS & INFORMATION This  section  provides  specific  information  about  each  of  our  six  major  islands—Hawai‘i  Island,  Maui,  Lāna‘i,  Moloka‘i,  O‘ahu,  and  Kaua‘i.  For  each  island,  we  have  included  detailed  maps,  statistics,  and  sites  of  particular  cultural  and  historical  significance.  Understanding  the  personality  of  each  island  will  ideally  assist  you  in  your  promotions  and  marketing  of  Hawai‘i  as  a  collective  destination.  

‘Iolani  Palace  in  full  bunting,  O‘ahu    

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Below  are  a  few  points  to  remember  about  this  tool  kit:    

THE NAME: Ma‘ema‘e  The  name  of  this  particular  tool  kit  is  “ma‘ema‘e,”  a  term  that  translates  to  cleanliness  and  purity  in  the  Hawaiian  language.  The  word’s  meaning  is  of  particular  significance  to  this  project  as  it  represents  the  idea  that  promotions  relating  to  Hawai‘i  should  be  “clean,  attractive,  and  pure.”  That  is,  they  should  be  free  from  mistakes.  Through  our  collective  efforts,  we  can  work  to  ensure  that  Hawai‘i  is  promoted  in  a  way  that  is  “ma‘ema‘e.”   THE MODEL, STANDARD EXEMPLAR: Mahimahi In  creating  the  Ma‘ema‘e  Program  we  have  chosen  a  model  or  standard  exemplar  that  represents  its  values:  the  Hawaiian  fish  known  as  the  mahimahi.    This  particular  fish  is  world  renowned  and  synonymous  with  our  exotic  destination.  The  mahimahi  is  widely  recognized  as  Hawaiian  and  is  also  highly  regarded  in  gourmet  cuisine.  Its  significance  from  a  Hawaiian  cultural  perspective,  however,  is  often  overlooked.  The  mahimahi  can  serve  as  an  example  of  the  many  aspects  of  Hawai‘i  whose  cultural  meaning  and  importance  remains  hidden  and  little  known  in  today’s  homogenized  world.  Every  language  and  culture  carries  with  it  cultural  connotations  and  meanings  that  go  beyond  a  simple  word  or  text.    Within  the  Hawaiian  culture,  the  word  mahimahi  has  several  distinctive  meanings,  connotations,  and  associations.  The  root  word  mahi  is  identified  with  strength.  We  find  it  in  moa  mahi,  a  reference  to  a  strong  warrior,  and  in  mahiole,  a  warrior’s  feathered  helmet  that  signifies  his  noble  rank.  Furthermore,  mahi‘ai,  or  cultivating  the  land,  is  considered  essential  to  the  prosperity  of  the  people.  Above  all,  the  mahimahi  is  known  for  its  beauty,  especially  its  strong  and  clean  cutting  movement  through  the  water  to  which  rapid  sailing  canoes  and  ships  are  compared.  Accordingly,  the  mahimahi  is  a  strong  model  and  standard  exemplar  for  the  Ma‘ema‘e  Program  that  it  represents.  

Strength:   Our  ability  to  deliver  a  product  based  in  solid,  useful  information.  Prosperity:   Our  ability  to  secure  the  visitor  industry  base  of  the  economy.  Beauty:   Our  ability  to  provide  a  new  lens  in  which  to  appreciate  our  island  home.      

U‘i  a  mio  ka  holo  a  ka  mahimahi.  

The  mahimahi  slices  beautifully  through  the  ocean.