Let's hope they don't give it to a firm that begins the pitch letter:
"Aloha!" or makes the presentation wearing a grass skirt.
Everyone KNOWS they have beaches and sun (as do destinations that cost less for transportation and hotels). So it may fill more rooms and restaurants if they give a RATIONALIZATION to go like "Does protecting your health make you want Hawaii?". . .or DIFFERENTIATION like pictures over the head "Only in Hawaii". . .or an ECONOMY appeal (possible although Hawaii isn't cheap) like "See Hawaii almost free if you're flying to Asia!"
I take back the above if the client's selection committee has a guy whose company sells grass skirts. Aloha.