The Hawaiian gazette. [volume] (Honolulu [Oahu, Hawaii]) 1865-1918, 1914-10-06


est, aud the subtle charm Of HAWAII
has germ that remains implanted and
active so long as the carrier survives.
As the wanderer from Java, india, Gu
ba, Florida, southern California, New
Zealand, acknowledgements says
'Ah, Hawaii is the perfect poem after
all. II really has what the rcst claim
Hawaii Possesses Charms ~
And, gentlemen, IL Is bscause Ha-
wall has what tho others claim that
your unprctantious selling organization
10 able TO market the charms Of the Is
lands with no small measurs Of success
IL Is because Of our sterling goods that
the sale Of them was recognised AZ such
an important factor and became saw
ing clause whom our main industry was
SO nnenaced in recent months.
Selling bureaus are judged and
must be by just two things or rather
perhaps by one thing and an incident;
If'Results and inquiries
4 The summon Of 1914 was the most
significant period in our history as a
resort. This was the first tourist sea,
son OF summer months. Again il was
the first time that transportation com.
panies united in effort for Island bust
ness--creatcd IL and catered 20 IL.
1 Biiiboarded Along Coast
Hawaii was bilboarded up and
down the coast line last spring and the
result was very good crop Of summer
tourists with promise Of a rafting fine
ratt0on crop. We started this thing
ourselves-or rather Mr.. Wood started
lit You know Lincoln said that IN.
stead Of heading proclamations with
Know all men by these presents IL
should read Know one woman, aud
that the desired advertisement should
be accomplished Well the ingenious
| Mr.. Wood advised a lot Of school teach
efs about Hawaii and the next thing
we knew the steamship and railway
people were downright keen after this
new business.
different from last years and next
years. Without advertising there
would be no selling and sell we must,
for that is the business Of all business.
| We do the fancy, expensive, national
and international part Of our advertis.
ing by getting other people to do it for
us. y. >5"8
They Stay vaccinated
''Does IL takei DO they stay vac
cinatedi Well, rather I've had this
] trip in mind, said little English
woman in the office the other day,
ever since read Mrs. Birds book
when was q bit of girl. And this
volume, by the way, is the best book
on Hawaii ever published IL has tho
finest picture of Hanalei and the finest
glimpse of Hilo yet penped. Speaking
Of books, wonder how many Maui
| people have copies OF Charles Warren
Stoddard's Island Of Tranquil De-
! lights, with its romance of Ulapala-
lua, under the title Plantation Days.
Read it again and be prouder Of your
own bailiwick.
Practically every magazine in the
world today is carrying travel adver,
| tisements in which Hawaii is promi-
pcntly mentioned, and only half dozen
advertisers are doing this.
WORK Is Comprehensive
sour work is modelled after that
Of the giant advertisers of the world,
IN some notable cases their operations
are patterned after our methods. The
figures are that the big statesmen use
fifteen per cent of their appropriations
in direct advertising and eighty-6ve PEI
cent in catalogues and mailing lists
We do just that and it proves. We
use directly but three advertising me
diums-the Marconi wireless paper on
the steamers Of the Pacific, one news
paper in Alaska and Thomas Cook &
Sons travel magazines All the rest il
indirect reading matter and pictures
and lecturers and theatricals and con
certs and monographs, and our eata.
logues and letters. The catalogues and
letters reach hive prospects, as witness
our inquiries and the arrivals. From
India, Africa, Australia aud Canals
come first letters, then people, after
special stories in the leading, British
golf and motoring magazines. This Il
Not one publication in thousand viii
fail to eagerly assimilate an island
story, .-..s. .tt Il.
Example Of Publicity
Il "When the missionary movement o.
the laymen was launched a few year
ago, one Of the avowed purposes was Il
distribute the gospel as widely as thu
STANDARD Oil Company was placing IT.
output. This concern - the STANDARD
OIL has an organ that preeedes anC
follows its cans all around the globe
That organ recently gave all its read
ing space to an excellent article OF
Hawaii. The Sun Life Insurance Com
pahy did tho same thing. The Well
Fargo people are to follow, and Mont
gomery, Ward &. Co. advertise Hawa
ian pine apples and Hawaiian sunshine
In line likewise are Motor, Nationa
Geographic Magazine, Dun's Interha
tional Monthly aud a host OF others
Son the stage we are strong, indeed
abroad There are full score of gle
clubs in cabaret, concert and vaude
willie work. There have been seve,
r Bird of Paradise companies en- tou
on the mainland and in Europe 9Th
Adventures Of Pamela is really I'm
Hawaiian play, staged half year az
J in London. Mr.. r. A. Doutbitt's II
; markable sketch Of ancient Island lif'
Tho Spirit of Hawaii, ,, was recent
staged in Honolulu. 1t will likely 500
go to the mainland public.
Hawaii at Exposition
r "Mr. Perry, chief of the PanRmi
0 Pacific Exposition s bureau Of pull
l. LEFTY, has agreed that Hawaii sha
y have much space in matter sent frol
,, San Francisco Mr.. Linnard, manage
II - Al. II a.. A.