First Hawaiian Auto Show
Confronted with declining volume in direct and indirect auto lending and negligible leasing business, First Hawaiian sponsored an auto show to improve its relationships with dealers and build its image and business. The bank got major newspapers and a radio station to co-sponsor the event and all major Oahu new car dealers participated. A heavy promotional schedule drew more than 67,000 persons to the three-day event at a total cost to the bank of $15,000. The bank has experienced increases in all auto-related business, dealer contacts have been greatly enhanced and publicity and image gains have been far greater than if a comparable sum had been spent on regular advertising.
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