HONOLULU – Nov. 21, 2004 – The Hawaii Visitors and Convention Bureau (HVCB), has announced "Aloha Swing," an unprecedented month of national television coverage highlighting Hawaii as a premier golf destination throughout January 2005 on The Golf Channel.

Hawaii-themed golf programming will be jam-packed around Hawaii's four pro golf events that tee off the year: the PGA Tour's Mercedes Championship on Maui, and Sony Open in Hawaii on Oahu, and the Champions Tour's MasterCard Championship on Hawaii's Big Island, and Turtle Bay Championship on Oahu.

Hawaii and its tremendous array of world-class golf courses and settings will be the focus of The Golf Channel on a daily basis. More than 100 hours of programming will spotlight golf in the islands, highlighted by 50 hours of live, prime-time on-site broadcasts, including the popular Sprint Pre Game and Post Game shows hosted by Kraig Kann.

"The Golf Channel represents the bull's eye in targeting the affluent golf traveler," said John Monahan, HVCB president and CEO. "Their innovative programming has built up a tremendous following among golfers nationwide. Reaching this audience with a month-long focus on Hawaii golf is a marketing initiative that will elevate our profile as a golf destination well into the future."

"It's more than our exceptional golf courses and year-round sunshine. Hawaii golf is an adventure in paradise, because when you are through playing for the day, there's so much more for golfers, spouses and friends to explore and enjoy," said Monahan.

"Our partnership with Hawaii will showcase great tournament action in one of the most picturesque golfing destinations in the world," said The Golf Channel President David Manougian. "The Aloha Swing will mark the beginning of our 10th anniversary year and our viewers will be treated to The Golf Channel's signature, in-depth coverage and analysis of four showcase events on the Champions Tour and PGA Tour."

Hawaii, both as a golf and vacation destination, will also benefit from the exposure of specially produced video features, vignettes, and commercial lead-ins -- including PGA Tour pros engaging in destination activities -- further emphasizing its special qualities during the four weeks of on-site broadcasts.

All this will follow a six-week pre-Aloha Swing promotion on The Golf Channel that begins later this month.

During the four weeks of the Aloha Swing broadcast, on-air commentators will be dressed in Aloha attire, programs will incorporate Hawaiian-themed music, and tournaments and locations statewide will receive on-air mentions. Weekly programs Your Game Night and Academy Live will use Hawaii-based golf pros and PGA Tour players to provide instructional tips and other information about golf courses in the islands. There will also be an online consumer promotion with a sweepstakes prize giveaway involving Hawaii at TheGolfChannel.com.

Mark Rolfing, NBC Sports golf analyst and host of the show Golf Hawaii, was instrumental in working with HVCB on Aloha Swing. "The magnitude of destination exposure that Hawaii is receiving with The Golf Channel is unprecedented," said Rolfing. "Golfers nationally will be keenly aware of all that Hawaii has to offer. It will be a huge boost to elevating our brand as one of the world's premier golf settings."

Each week of Aloha Swing will showcase a different island as The Golf Channel relocates to a PGA Tour or Champions Tour event taking place in the islands. Viewers will see spectacular golf venues and be charmed by the natural beauty, culture, attractions, spas, resorts, and the aloha spirit of the people that make Hawaii the world's favorite visitor destination.

-- Week 1 -- Maui, January 3-9, 2005. The PGA Tour kicks off the 2005 season with the Mercedes Championships at the Kapalua Resort, bringing together all PGA Tour winners from 2004. Maui also hosts the Wendy's Champion Skins Game at Wailea's Gold Course, February 4-6.

-- Week 2 -- Oahu, January 10-16. The PGA Tour moves to the picturesque Waialae Country Club for the Sony Open in Hawaii. Fifteen-year-old golf sensation Michelle Wie is expected to compete.

-- Week 3 -- Hawaii's Big Island, January 17-23. The Champions Tour opens its 2005 season with the MasterCard Championship at the Hualalai Golf Club.

-- Week 4 -- Kauai, January 24-30. The Champions Tour moves to Oahu's North Shore for the Turtle Bay Championship, but golf on Kauai will be the focus. Each year, the PGA Tour ends on Kauai with the PGA Grand Slam of Golf, matching golf's four major champions at the Poipu Bay Golf Course.

The Golf Channel's extensive coverage of Hawaii's golf assets dovetails with the strategic marketing direction of the Hawaii Tourism Authority (HTA).

"Research shows that golfers are a perfect fit for the visitors we want to reach -- the higher spending, longer staying guests who participate in other activities and utilize our impressive destination amenities," said Frank Haas, HTA vice president of marketing.

Hawaii is a 365-day-a-year golf experience offering 80 championship quality courses statewide in some of the world's most beautiful tropical settings. According to Golf Magazine, eight of the nation's top 25 golf resorts are located in the islands. No other state has more than two resorts listed. Each year, Hawaii plays host to six professional golf tournaments in the islands, known as the Aloha Season.

Co-founded by Arnold Palmer in 1991, The Golf Channel features a programming schedule that includes more live golf coverage than all other networks combined, an extensive blend of golf competition from around the world -- as well as news, instruction and original productions such as the popular reality series, The Big Break.

By end of 2004, The Golf Channel will be broadcast in nearly 70 million U.S. homes. It also airs in Canada, Asia, United Kingdom, and Scandinavia.

For information about Hawaii -- The Islands of Aloha -- visit HVCB's Web site at GoHawaii.com or call 1-800-GOHAWAII.

Editor's Note: High-resolution Aloha Swing logo is available upon request. Please contact Nathan Kam at 808-539-3471 or nkam@mcneilwilson.com.

Contacts
McNeil Wilson Communications
Nathan Kam, 808-539-3471
nkam@mcneilwilson.com