Outrigger brand introduces mascot
By Katherine Nichols
Advertiser Staff Writer
Crazy times call for crazy measures.
Cory Lum • The Honolulu Advertiser
That's the word from Outrigger Hotels & Resorts' director of public relations Jim Austen, who helped Hawai'i's largest locally-based hotel chain introduce a promotion usually reserved for sports teams: a mascot.
Following in the footsteps of sport teams, Ohana Hotels has unveiled a mascot "Sunny Ohana," seen here at the Ohana Waikiki Tower with Bitsy Kelley, director of brand and business development.
"Sunny Ohana," a drama student dressed up as a sun, will make his first appearance at tonight's University of Hawai'i basketball halftime show, where he will give away T-shirts and other gifts and award prizes to the halftime contestant.
Sunny is a living, breathing version of the Ohana Hotels and Resorts corporate logo whose purpose is to promote the budget brand Outrigger Enterprises.
Ohana Hotels & Resorts was launched in December 1999 in an effort to distinguish between the chain's beachfront and budget-minded properties. Ohana is Waikiki's largest operator, with 5,000 guest rooms. Beyond O'ahu, some of its 19 properties are located in Lahaina, Kona and Guam.
The concept is the brainchild of Bitsy Kelley, director of brand and business development for Outrigger Enterprises and granddaughter of hotel founder Roy Kelley. It arose from the company's focus on the sports market: Ohana hotel rooms are geared to visiting sports teams who cannot afford the beachfront properties and may want to prepare their own food. Half of Ohana's rooms have kitchenettes.
Kelley said she wanted a fresh marketing approach that identified the corporate logo, linked it to sports, and highlighted the slogan "Where fun is fundamental."
"What is more fun than a mascot at halftime jumping around?" she said.
Sunny Ohana also will appear at the UH baseball Easter tournament, UH women's soccer games, UH volleyball games and all eight Arena Football League games, which begin in March. If he becomes famous enough, said Kelley, he may even get to travel some day.
