The sunny Hawaii campaign can be launched anytime but it seems unseemly to talk about sunshine when negative news is out there.

We are continually assessing what the impacts are, and the decision to run a campaign or not and/or the scale of that campaign will depend on that assessment. If the story tends to blow over quickly, we may simply have the same marketing message that we already have on the books. If there's an impact on the business, we might assess that situation differently.

There's got to be a balance.

Because of higher prices, things like one-day tours to the neighbor islands have declined. Hopefully, if we begin seeing more seats and lower fares, some of that activity will come back.

Basically, we've become a victim of our own success.

We are already running at 7.4 million visitors so we aren't looking to increase arrivals. We need to increase spending and one of the best ways to do that is to increase the percentage of active visitors that come to this state.