'Idol' spells exposure for Hawai'i, contestants
By Wayne Harada
Advertiser Entertainment Writer
"American Idol" judges Simon Cowell, Paula Abdul and Randy Jackson see contestants from the Hawai'i tryouts for the first time this morning as the third round of Island auditions get under way at 8 a.m. at the Sheraton Waikiki's Hanohano Room.
Rebecca Breyer • The Honolulu Advertiser
About 40 of the elite group of about 65 "American Idol" contestants are from Hawai'i.
"American Idol" host Ryan Seacrest, left, speaks with E! Entertainment reporter Andrew Yani in Waikiki.
Meanwhile, show host Ryan Seacrest began a series of Island tapings, hitting the surf off Waikiki yesterday.
The cultural phenomenon, which starts airing on Fox in January, offers Hawai'i national exposure. Already, cable show E! Entertainment filmed Seacrest in Waikiki yesterday.
Producers said they planned to devote a show — or at least half a 30-minute program — to the Islands. "By the time 'American Idol' is seen over 12 weeks (beginning the second or third week in January), you can count on built-in marketing for Hawai'i," said David Goffin, supervising producer. "It's a good bet Hawai'i will get its own show."
Viewership likely would be about 22 million per show, and even higher for the finale, with coveted 18- to 49-year-old viewers dominating the audience.
The Hawai'i Visitors & Convention Bureau spent about $30,000 to lure "Idol" here, said Les Enderton, interim president and CEO.
"We couldn't buy a 30-second spot with that money, so the show is an extraordinary opportunity for the state.
It's a hot show, targeting a young audience who are the visitors of the future and present — the right market for us."
HVCB spends $5 million annually in North American media advertising, but not on network TV, where rates are astronomical. "We wouldn't be able to afford it," said Enderton.
David McNeil of McNeil Wilson Communications said 30-second spots on "Idol" go for $500,000.
"But we're inside the show — part of the content — which makes the exposure more valuable. The HVCB would have to shoot its whole year's budget just to get a few commercials on."
The HVCB had local partners to lure the Los Angeles-based cast and crew here, with Hawaiian Airlines hosting 40 roundtrips. Mark Dunkerley, Hawaiian's president and CEO, said: "We're stocking up on passenger comment cards, knowing that Simon (Cowell, the judge with a mean streak) will be aboard."
Sheraton Hotels, which provided accommodations and on-site judging space, will reap ample exposure, too. Cowell, Abdul and Jackson called their shots from a site in the hotel.
Reach Wayne Harada at wharada@honoluluadvertiser.com, 525-8067 or fax 525-8055.
