WE REPOSITIONED A LITTLE LOCATION CALLED ‘HAWAII’ AS THE IDEAL PLACE FOR AUSTRALIANS TO VISIT. IN 2014, HAWAII WASN’T AS POPULAR AS IT IS NOW, SO WE WERE CHALLENGED BY HAWAII TOURISM AUTHORITY TO INCREASE AUSTRALIAN VISITORS ACROSS A SERIES OF MARKET SEGMENTS AND GET THE ISLANDS ON THEIR AGENDAS. WE ENHANCED HAWAII’S IMAGE AS THE ‘IDEAL PLACE FOR AUSSIES TO VISIT’ AND HELPED INCREASE VISITOR NUMBERS TO THEIR HIGHEST PEAK SINCE 2003. ALOHA!
The Business Challenge
Increase Hawaii’s brand awareness and enhance Hawaii’s image as the ideal place to visit for Australians. Increase visitation and length of stay.
We enhanced Hawaii’s image as the ideal place for Australian’s to visit by highlighting the region’s five core qualities through strategically led thinking. Tactically, we created a comprehensive always-on media famil plan, developed clever partnerships with local operators and amplified destination activity across Australian titles. This campaign was perception changing and repositioned the destination as a ‘must-do’ on many Australian travellers consideration lists.