Aug 16: The Iconic Brand

Handling of an Iconic Brand: 
Planning the Pearl Harbor 75th anniversary

Tuesday, August 16th
5pm - 8pm
Moana Surfrider, Roof Garden
Pupu & no host bar

Iconic brands are tricky.  Especially those that touch individuals so deeply like The World Trade Center Bombing and the Attack  on Pearl Harbor.  How do you make it fresh and relevant, while respecting the past?  Is it a challenge to “celebrate” a day in history that is so devastating?  And what about the new generations who don't have an emotional bond to the event?  How do you reach them?  How do you use the latest online marketing channels to promote?

With almost 2 million visitors in any given year, the 75th anniversary of the attack on Pearl Harbor is set to break all past attendance records.  The inspiring Arizona memorial has been on the top of the must-see list of almost every visitor who comes to Hawaii for decades and with a calendar full of back-to-back celebrity events and ceremonies, December 1st - 8th will see a phenomenal influx of tourism dollars to the island from all over the world.

The promotion of this year’s event is in the hands of a veteran marketing and tourism expert.    Join us as Tony Vericella presents the committee’s approach to update the iconic brand, keeping emphasis on the historic reverence, while making this year’s event relevant to all.  Plus he’ll give an update on the many activities leading up to and surrounding the 75th Commemoration – including the 2016 Honolulu Marathon.  When you leave, you’ll be brimming with ideas on how your brand can cross-promote, compliment and collaborate with the celebration.  Join us.   

BONUS: With the perfectly situated lanais overlooking Kalakaua Avenue, you’ll catch a sneak peek of the nearly completed International Marketplace, due to open in late August.  Be one of the first to see it!


Tony S. Vericella is President of Island Partners Hawai`i and Luxe Travel Hawai‘i and the Senior Vice President of Business Development of MC&A, Inc., an event and destination management company specializing in corporate incentives and meetings; distinctive celebrations and social events; and exclusive, private groups from North America, Asia & Pacific, Europe, and Latin America.

Vericella has over 40 years of extensive leadership experience in all aspects of the Hospitality and tourism industry. His career in Hawaii began with Hawaiian Airlines and evolved to American Express Travel Related Services, Budget Rent a Car-Asia/Pacific and the Hawai`i Visitors and Convention Bureau.   He holds a bachelor of science in Biology & Chemistry from Purdue University, and an MBA, with concentrations in Marketing and Finance, from UCLA.  He has served on many for-profit and non-profit boards including international travel associations, local community organizations, and private educational institutions.  Tony and his wife Dana were married on O‘ahu in 1980, and have lived on the island since 1983.