Letter for Sunday, December 31, 2017

Billboards create bad impression

When approaching our island by air, one is captivated by the lush, beautiful landscape and the pristine beaches. Kauai is on display. As one walks down the hall to baggage claim, Kauai’s heritage and uniqueness are tastefully and appropriately depicted.

However, upon entering the baggage claim areas, the tone and style of the messages have changed. There is now grotesque signage, the size of commercial highway billboards, bombarding the senses of the disembarking passengers. I am surprised that the advertisers (local tourism entities) would want to be associated with this kind of signage.

What advertising agency suggested this? What was the rationale behind these huge billboards? Are the usual, smaller commercial flyers not sufficient to vie for the tourist dollar? Are the airport finances in such bad shape that it needs the revenue stream from these commercials? I would urge the airport officials who approved the placement of these gigantic billboards to please re-think their decision as to 1) allowing this kind of commercialism and 2) controlling the size and scale of what is displayed. In its current configuration, the message is a total turn-off.

Michael Diamant, Koloa

3 Comments
  1. manongindashadow December 31, 2017 8:44 am Reply

    Mr. Diamant. What does the billboard advertise or is it for ocean safety to educate tourists? If you’re going to disapprove of something. Be more specific of what is on the billboard.
    If it is for a safety issue. Then, sometimes it has to be big and bold for tourist to know of safety issues of our ocean conditions & dangers.
    Like everything else on Kauai, “if you blink you miss it!”


  2. numilalocal December 31, 2017 11:36 am Reply

    That was exactly my impression the last time I went to the airport and saw those things.


    1. Michael Dimant January 3, 2018 4:35 am Reply

      I was not referring to the water safety video, which, by the way occupies a very small portion of the available advertising space of the baggage claim area. Atop of the carousel and posted high on the wall over the entrance to the bathrooms are several gigantic billboards, from local tour companies.


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