Background_
The Maui fires changed everything.
Our newest campaign for HVCB was supposed to be an evolution of our successful "Mālama Hawaiʻi" campaign. However, the tragic Maui fires and softening travel demand prompted a change in direction to focus on welcoming mindful visitors back to Hawaiʻi.
Insight_
The power of Hawaiʻi is in the people of Hawaiʻi.
Inspired by the people of Maui and Hawaiʻi, rallying together in the wake of the wildfires, we wanted to share with visitors the true beauty of Hawaiʻi – not just the magical places but the unique values and aloha spirit of the people of Hawaiʻi.
Solution_
The People. The Place. The Hawaiian Islands.
We created a video campaign that was a love letter to Hawaiʻi. These four powerful stories, based on four Hawaiian islands, showcased the unique local spirit of the people of Hawaiʻi and the special communities they come from. With a more inviting message that featured more accessible activities – from food and retail to lei making and Hawaiian music – “The People. The Place. The Hawaiian Islands.” welcomed visitors back to experience the very best of this place we call home.
Results_
- “Likelihood to visit Hawaiʻi in the next year” nearly doubled from 23% for those unaware of the campaign to 43% for those aware of the campaign
> Strong campaign awareness, reaching 49% of targeted consumers, with higher recall in Los Angeles (56%) - Demonstrated top-tier creative performance, consistently ranking in the top 10% of all destination marketing campaigns for communication effectiveness
Channels_
TV, Video, Digital, Print
MVNP's Roles_
Creative Development, Digital, Production, Account Management
