Archive for the ‘Hawaii TV advertising’ Category

North Shore News

November 6th, 2014
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As Makahiki Festivalyou'll see on the November episode of Career Changers TV, which premieres Thursday night at 7:30 PM on Channel 12/high def 1012, Waimea Valley is adding a new twist to the start of Makahiki season: for the first time in years, they'll be hosting the Ke 'Alohi Hula competition -- unique because men and women compete against each other. There will also be Native Hawaiian games, crafts, entertainment and food. Plus, it's just $5 per adult and $2.50 per child!

Here's a short video we did with Richard Pezzulo, Executive Director of Waimea Valley. While we were there, we also got to sample the delicious food at their recently reopened Proud Peacock Restaurant. Click here for that video. They're open Thursday through Saturday from 4 to 9 PM (happy hour 4-6 PM, $5 pupu menu and $2 off drinks) and have a great Sunday Brunch deal: just $25.95 from 10 AM until 2 PM for a sumptuous buffet that includes prime rib and omelet stations, fresh baked pastries, and a beautiful setting. You can walk off the extra calories with a hike to the waterfall and restored hale!

Every time we do a shoot at Waimea Valley, there's something new happening. On our latest visit, we saw major progress on their hale restoration project, which we reported on earlier this year in this segment. Back then, they had just completed restoration of the amphitheater with the help of many volunteers. That same amphitheater will now be used for the Ke 'Alohi Hula competition next Saturday.

All of these improvements and increased emphasis on Hawaiian culture have not gone unnoticed by national and international media. I've seen articles popping up in major travel publications, and just yesterday saw a new show on the Esquire TV channel (Oceanic Cable 550/high def 1550) called The Getaway that featured Waimea Valley and the Haleiwa Farmers' Market, which takes place in their pavilion every Thursday afternoon. The guest celebrity for that episode was  Jack McBrayer, the actor who played NBC page Kenneth Parcell on 30 Rock.

As it happens, I heard about The Getaway filming on the North Shore from Fred DeAngelo, the chef/owner of Ola Restaurant at Turtle Bay, when we were shooting a new segment about Mermaid Kariel this past weekend. More on that in a future post. Fred and his wife, Cheryl, were featured on the Food Network's Chef Wanted show last year. Three chefs competed for the top job. I asked Fred how that worked out. Turns out the winner left after six months because his wife got rock fever. However, the restaurant is doing better than ever and we'll be filming a segment on them in the future too. In fact, there's lots more going on at Turtle Bay -- such as sustainability/environmental projects -- which I also heard about during our Waimea Valley shoot from Bonnie and Mark Howland of WHALE Environmental Services, who made a cameo in our Proud Peacock segment. They were at the park to discuss a renewable energy project that sounds really interesting... I'll be following up on that too!

The next airing of The Getaway North Shore episode will be this Sun., Nov. 9 at 10 AM, 6 PM and 9 PM (either 550 or 1550 -- check your onscreen guide). Ola didn't get much screen time due to all the other places and things they wound up showing, but had they been there while we were filming Mermaid Kariel's new Ola show (story-telling and lunch with the kids on the first Saturday of the month) I bet they would have used that footage. As part of her show, Fred himself carries Kariel to and from the ocean!Fred and Cheryl DeAngelo

That's Fred and Cheryl DeAngelo above, with Mermaid Kariel and the kids in background. BTW, Fred says locals are more than welcome to bring their children to the show and have lunch at Ola. Parking is free at Turtle Bay too. So if you're looking for an excuse to go to the North Shore, between Waimea Valley and Ola, you've got plenty of reasons to make the drive!

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For daily viewing times of my Career Changers TV show, visit our website. You can also see video segments from past and current episodes on the CCTV YouTube Channel, now at over 700,000 views. If you're a local business that wants to advertise or be featured in an advertorial spot, send me an email! Hmm... seems like a number of our show sponsors have been getting noticed by national media on travel shows, the Food Network and HGTV (H20/Seabreeze had their jet pack on Hawaii Life last week). Coincidence?

Free Concert Saturday at Waimea Valley

October 3rd, 2014
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Program Alert: The new October episode of Career Changers TV is now airing daily on Channel 12/high def 1012, and features master storyteller Lopaka Kapanui. His special "Chicken Skin" tours for this month will take ghosts -- er, guests -- to places he can't publicly reveal in the media due to legal liability issues, he says. For the details of where and when those excursions into the dark side will be conducted, you'll have to contact him via the Mysteries of Hawaii website!

Looking for something fun to do on Saturday? Waimea Valley is hosting a FREE concert on their beautiful lawn. Below are details from their press release:

Waimea Valley is excited to host the HTA Aha Mele Concert this Saturday, October 4, 2014 from 11am – 4pm. Come enjoy the sounds of Waimea Valley’s Ohana Three, Fresh Ea, Kaiholu, and Kapena along with a hula performance from Ke Kai O Kahiki while relaxing in the shade of the hundred plus year old monkeypod trees on our Main Lawn. The Kalaimoku Group has organized this concert as a part of the HTA Aha Mele Monthly Concert Series sponsored by the Hawaii Tourism Authority (HTA) “The Ahamele: Monthly Hawaiian Music Series brings people together to celebrate Hawaiian culture through music,” said Mike McCartney, HTA president and CEO. Waimea Valley’s Na Mea Ono Snack Bar will be onsite with Ono snacks from the grill, and ice cold drinks. Vendors onsite will include jewelers such as April Island Designs, Kaleimaeole, Kiki Sunrise Shells and Solomone Jewelry. Hawaiian Fresh Farms will have fish and chips, fish tacos, shrimp baskets and more along with their Country store serving up goat cheese cheesecake, local honey’s and kombucha on tap. Stollers, blankets, beach chairs, and umbrellas or welcome, no coolers permitted.

Wish I could go, but I'll be attending the UH weekend workshop being given by filmmaker Destin Daniel Cretton (writer/director of SHORT TERM 12 and I AM NOT A HIPSTER). Destin's topic will be "From Shorts to Features" which can be a practical means of getting attention for proposed movie projects, as opposed to the conventional route of writing a screenplay and hoping it somehow gets greenlighted through the "just say no" maze of Hollywood gatekeepers, who are loathe to take chances on original material.

Destin's career got a huge boost from winning a Nicholl Fellowship, which I can tell you is incredibly difficult. The annual screenwriting competition is run by the Academy Foundation -- yep, the Oscar folks -- and draws upwards of 6,000 to 7,000 entries each year. Since many of the former fellowship winners have gone on to write hit movies, the finalists are often contacted by the top agencies and management firms in Hollywood. I've been a quarter-finalist three times (top 5 percent out of about 6,000 scripts) but never made it further than that. So now I'm considering going the same route Destin took -- produce a short film that can be expanded into a feature if it clicks with people in the movie biz.

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To see video segments from past and current Career Changers TV episodes, visit the CCTV YouTube Channel -- now over 600,000 views worldwide and climbing! If you have a product or service you want to advertise to locals, we're now booking slots for our special holiday shows. Just drop me an email to find out how we can produce high quality video segments for you at a very reasonable price!

Chinatown Tour - Part 4

June 10th, 2014
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Erdman cover

Took awhile to get to this final installment of my Chinatown tour series, but hopefully, you'll see how it all comes together. At the end of the Honolulu Exposed Red Light tour in mid-May, my wife wanted to pick up a copy of Hawaii Business magazine because an old friend of ours, Dave Erdman, was featured on the cover as their Small Business Person of the Year (click here for that article). Isabel worked with him in marketing at Tropical Rent A Car, back when I moved here in 1985.

Dave co-founded the Direct Response Advertising & Marketing Association of Hawaii (DRAMAH for short) and that's how I met Isabel -- my future wife. The guy I replaced at Oahu Bindery & Direct Mail had been talking to Dave about starting this direct marketing association, so I stepped in for him (Paul Hilker, who became a minister). Dave roped Isabel into it as well since she was assisting him at Tropical, which spawned a bunch of successful entrepreneurs before that company bit the dust. He went on to create the PacRim Marketing Group, which focused on the Japanese visitor market initially. Dave is fluent in Japanese, even though he came from the Philadelphia area. Isabel wound up starting her own small publishing company, which put out the very successful Japanese Guide to Hawaii (eventually sold to Duane Kurisu, who owns a number of Hawaii publications and businesses -- including Hawaii Business magazine). Another Tropical alumnus, Jeff Hendrix went into advertising, and formed his own award-winning agency (Hendrix Miyasaki Shin, which merged with Core Group One).

It was a fun gang to hang out with, especially since Tropical RAC had great company outer island trips because they had a lot of "trade" with travel-related partners and sponsors. I was meeting with Dave and Isabel regularly to plan our DRAMAH seminars, which brought in internationally-respected direct marketing experts through Dave's connections -- primarily his dad, the late great Ken Erdman, who was one of the best direct mail copywriters in the business. Ken's books, articles and seminar talks taught me just about everything I know in regards to copywriting. Plus, our post-DRAMAH meetings pau hana sessions at bars and business mixers Downtown, led to me getting romantically involved with Isabel. So I hold Dave largely responsible for my marriage, now going on 29 years.

DRAMAH was an important and influential development in the local advertising and marketing scene. You had the major ad agencies, smaller marketing/graphics outfits, a few independent consultants, all vying for limited advertising dollars. Direct marketing represented a major shift in thinking from mass "branding" type saturation ads (mainly print and TV commercials) to targeted data-based approaches that emphasized tailored ads and pitches. DM people really were the first to use computers and build databases that could identify markets by key demographics -- right down to income, education levels, interests and so on. Needless to say, traditional Mad Men type ad agency people were skeptical... even resistant to much of what was espoused in our DRAMAH seminars. Why, you ask?

Well, the core tenet of direct response marketing is called A/B testing. To see what message works best, you create alternate ads and in the old days, mailed out test packages to similar sample groups. For big companies, a small test mailing might be 5,000 out of a mailing list that could have hundreds of thousands of subscribers or product buyers... or donors. Ready, fire, aim. You analyze the results, fine tune, test again, and eventually do a roll-out to the entire list. But for traditional ad agencies that spend the bulk of the client's money on big ad buys in the newspaper or on TV, they really can't afford to produce multiple commercials or print ad campaigns and pass that cost along to the client. Instead, they may rely on smaller focus group testing or just present a couple of options to the client and let them guess which will work best.

Now here's where DM enters the modern age. Remember I mentioned donors lists? The man behind some of those early mailing lists, Richard Viguerie, became a major player in politics -- specifically the Republican Party. They were masters at the targeted message and building databases for fundraising, which gave them a huge edge over Democrats until the Obama campaign brought in people who understood A/B marketing. If you were on the Obama email list, you no doubt received a number of donation requests -- each one maybe slightly different in what the headline or subject line said. That's because with today's powerful database tools, they can do instantaneous testing to see which appeals generate the most response simply by tweaking a few words or images. More and more online advertisers are doing the same. And it all began with direct mail.

Anyhow, we couldn't find a single copy of that Hawaii Business magazine with Dave on the cover in Downtown Honolulu! The only magazine shop on Fort Street Mall that had it in their window was closed for the weekend. Longs didn't have it and it was just mid-month. In Kailua, we couldn't find it in Safeway or Foodland either. We had to drive to Ala Moana and get a copy from the Barnes & Noble bookstore there. When my wife used to publish her Japanese visitor guide, she would often check the street racks in Waikiki to make sure they were being kept in stock by her distribution person -- because that's what the advertisers are paying for.

So the business take-away from this simple walkabout in search of a magazine is that you can have the most sophisticated online computer tools at your disposal for market research and advertising... but if you don't get out of the office and check things with your own eyes and ears, chances are you may miss the real reason your business isn't doing better.

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For daily viewing schedules of the new July episode of Career Changers TV, please visit our website. You can also watch segments from past and current shows on the CCTV YouTube Channel, now approaching 350,000 total views for over 200 pieces we've produced. Contact me directly if you're interested in being a sponsor!

Happenstance in Chinatown

May 24th, 2014
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A writer friend I've collaborated with on a couple of screenplays posted on Facebook that a word you rarely see these days is "ubiquitous." Which seemed ironic to me, since social media forums such as FB can turn a forwarded video, photo, comment or cause into something that millions of people will see on computers, smart phones, then later on national TV shows, even local morning news spots about today's "Viral Video" or "Trends & Talkers" segments. It's everywhere you look -- ubiquitous, in other words.

And since I'm in the media biz, writing scripts for TV/movie projects, plus producing a local OC16 television show that often features newsworthy people, my life is filled with moments of convergence... a surreal blend of real life merging with online interactions, nationally-broadcast TV shows, and live local news programming. One day I'm interviewing a subject for Career Changers or blogging about it in the Star-Advertiser, the next day or on the evening KHON News, I'm watching that same person talk about their biz or responding to complaints (like the new vertical wind tunnel at The Groove Hawaii, which is on this month's show). Then I hit play on my DVR, and see another familiar face appearing on a Food Network or History Channel show after we had them on Career Changers awhile back. A week or two later, I run into the same person(s) while out and about looking for my next story, completing the Circle of Media Life.

That just happened to me again this past week. I bought discounted Groupon tickets for the Honolulu Exposed Red Light Tour because I had never heard of it before, and it sounded interesting: take a walk through the seedy side of history in Downtown Honolulu and Chinatown. Having researched stuff like opium dens, brothels, small pox outbreaks and other unsavory elements of Hawaii's past for scripts I was working on, this sounded like something right up my alley. Also, I wondered why no one else had offered this type of tour -- there were ghost tours, walking tours that focus on architecture, straight G-rated history, but nothing that included places like Club Hubba Hubba or the infamous Glades (btw, local filmmaker Connie Florez is producing a documentary about that... click here for details).

Now bear with me, because this trip down the rabbit hole interweaves a few seemingly-unrelated threads that all come together in the end. Last Saturday, my wife and I arrive at the Hawaii Theater where the Red Light tour starts at 9:30 AM. But we're early and having driven from Kailua after a couple of cups of coffee, need to find a restroom. Back in January 2012, my show was the first to air Chu Lan Shubert-Kwock's plans for a badly-need public restroom, which her Chinatown biz organization had raised money for. However, the experimental toilet program didn't receive enough funding to continue, ergo no place for us -- or other locals, visitors and of course, the ubiquitous homeless people -- to relieve ourselves. The closest coffee shops weren't open at that time, so my wife wound up walking down to the police station.

While waiting for Isabel to return, I nervously observed a rail-thin, wasted-looking woman growling and yelling madly at whoever walked past her across the street from me. She was scary, to put it mildly. On the way to the theater meeting spot, my wife and I had to stroll past smelly, filthy homeless men and women on just about every street and occupying every open space around the Hawaii Theater area. I'm not making any judgments -- just telling you what we experienced. What the solution is, I don't even know where to start. Wait, check that. I do know where to begin: by talking about creative approaches that involve partnerships between private interests and public services. I'll eventually get to that.

Anyway, our walkabout in search of a simple toilet answered one of my questions. Q: Why didn't anyone do a Red Light tour before? A: Who the heck wants to come down to stinky, dirty Chinatown in the morning, when you can't even find a public restroom or place to sit peacefully without mentally-ill people accosting you and getting right in your face! Still, having lived in New York City years ago, I've seen worse. Later, the tour guides said hotel concierges won't send visitors to the Chinatown area because of the homeless problem, so that's a major obstacle for their new venture to overcome.

First tour coincidence: the couple who run the Honolulu Exposed tour (click here for their Facebook link) arrive while Isabel is still on her bathroom run, and tell me they just moved here about four months ago and used to work for the Seattle Underground tour. I'm stunned because I had just pitched a TV series idea to the writer friend I mentioned up top, about how the Seattle Underground came into being after a huge fire destroyed much of downtown Seattle, which was originally built at sea level and prone to flooding. This was in the late 1800s. So city leaders figured it was a good time to rebuild the area higher. But cash-strapped biz owners who couldn't afford to go along with the plan, continued running their businesses while the new streets and sidewalks were constructed several feet above their storefronts. Eventually, to stop pedestrians from accidentally falling off the newly-elevated sidewalks, the city built right over the old buildings, creating an underground city where the dregs of society settled. Criminals, prostitutes, scammers, the homeless, all congregated down there. Meanwhile, the Yukon gold rush resulted in many fortune seekers coming to Seattle to deposit their newfound wealth -- making them ripe pickings for crooks. I learned all that from watching a Travel Channel show called "Hotel Secrets and Legends."

As it happens, when I told Clinton and Carter (she's an actress, although the name combo sounds like a Dem presidential ticket from the past) about my TV series idea, they looked at each other and said Clinton was working on a screenplay about little-known stories related to the Seattle Underground. However, he hasn't had much experience writing for TV or movies... and I have won a few awards, was repped by a semi-famous Hollywood manager, had scripts optioned, etc.

In fact, last week  I got word I'm a Top 10 Finalist in the Industry Insider contest, which spawned two prior winners who have gone on to major success: that new sci-fi series "Extant" starring Halle Berry in the ubiquitous CBS commercial spots; and a movie in the works called "The Disciple Program," starring Mark Wahlberg, landed on the vaunted Black List for unproduced scripts in 2012 after winning the Insider contest. So I'm in pretty good company just to make the finalist cut, and I'm thinking this Seattle Underground connection timing could be fortuitous if I happen to win and get some Hollywood heat. The tour hasn't even started, and already things look promising.

Just then, Isabel returns and says, "Look who's here!"

To be continued...

 

 

Menehunes Hoax, Miscellaneous News

August 26th, 2013
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Thanks to the internet and YouTube, this blog and video segments from my Career Changers TV show has led to contacts from all over the globe. TV producers from the Discovery Channel, Travel Channel, and Food Network have either emailed me or been in touch with people who appeared on CCTV to do their own pieces for national audiences. Sometimes they use my stuff as research or backstory, which is cool. But last week I got a good laugh when I opened this email:

Hello, Rich - I am a researcher with a television production company located in Hampton, Virginia called m2 Pictures. We produce a documentary-style series for the Destination American Channel called “Monsters and Mysteries in America.” Within each episode of this series, we explore accounts of monstrous and mysterious happenings throughout the United States.

In our research, we recently came across reported encounters with the Menehune, and were interested in featuring those stories in one of our upcoming episodes. In each episode we invite locals, experts, and those who have personal encounters to participate in on-camera interviews to help us tell the most complete and accurate story of each paranormal phenomenon. I recently came across an article you wrote for the Star Advertiser discussing the potential discovery of a Menehune Village by photographer Ann Thompson. I was wondering if you might be interested in speaking with me about your knowledge of the Menehune?

She was referring to my Star-Advertiser blog that was posted on April 1 (this one). Somehow, the date didn't tip her off that it was a prank (and a plug for my unproduced family/adventure script based on the Menehune myths and legends). After I replied to her, she wrote back that she felt a "bit foolish," but took it all in good spirits. What's more, she was going to follow up on some of my other suggested contacts who may wind up on that TV show to talk about their paranormal encounters.

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Speaking of local connections that have appeared on nationally-broadcast shows, I ran into Camille Komine of Camille's on Wheels food truck fame, at the annual Kailua Racquet Club Doubles Tournament last month. If you follow her on Twitter, you might have noticed she hasn't been Tweeting much about where she'll be next. That's because the club hired her to do their food service for  KRC members and tournament sponsors' dinners, which was a big hit. She's also been doing more private catering. In fact, she said Heidi Klum requested her to do all the cooking for Heidi's entourage when she was here in April (and got attention for saving her son from drowning). That was no April Fool's joke.

Camille has been featured on a couple of Food Network and Cooking Channel shows. The one she really enjoys talking about is Guy Fieri's Diners, Drive-Ins and Dives, otherwise known as Triple D. According to her, Guy's research staff does a very thorough job of vetting possible candidates for the program, and she was certain that the piece we did on her for Career Changers TV helped convince them she would be good on camera. Here's that video link from our growing YouTube archives.

I asked if the Kailua Racquet Club experience has given her the itch to open her own full-fledged restaurant. She smiled and said there are no immediate plans, but I got the feeling that if the right location comes along at the right time, we may see her trade in her wheels for something with four walls and a door.

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Also, keep your eyes open for a favorite of local foodies making their own move from farmers markets and pop-up kitchens to a new home once occupied by Pacific Gateway Center's Lemongrass Cafe on North King Street near Chinatown. Due to budget cutbacks, PGC is moving their offices to their Kalihi kitchen incubator location, and renting out the N. King Street space to bring in more revenue. An announcement should be coming in the next week or two about the new restaurant that I think is going to excite many folks.

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You can still catch the August episode of Career Changers TV daily on OC16 until Sat., Sept. 7. Click here for viewing times and links to the CCTV YouTube Channel. Got more great stories for September, including some scoops you won't see anywhere else. BTW, I'm lining up sponsors for the big Halloween show and Christmas episode, so send me an email if you're interested in advertising!