Hawaii Tourism came to us with a problem. They wanted to distinguish themselves from other island tourism destinations in the Pacific available to Australians and increase bookings made during the off peak period.
We began with one question: what makes the Hawaiian Islands unique? White sand beaches, crystal clear waters and panoramic vistas await travellers to these islands in the middle of the Pacific, but what truly makes Hawaii a paradise is the spirit of aloha that shines through in welcoming smiles, friendly gestures and warm greetings.
Paradise begins with Aloha.
We created a campaign that would emphasise this spirit, inviting users to head to our visually immersive website, to explore what’s on offer across the four main islands and to create their own custom itinerary for a trip to Hawaii from a selection of activities that would best capture the aloha spirit.
The campaign was promoted through paid media on social and through eDMs, through display banners and through 30 second and 15 second pre-roll videos for each of Hawaii’s four main islands.
The campaign immediately started to generate interest for all four of the Hawaiian islands as people fell in love with the Aloha spirit and the experiences on offer.
This was reflected in the incredibly high level of engagement of people visiting the website. Users interacted with the content multiple times and spent on average over 6 minutes on the page. Over 1 million interactions were made with the campaign, with an almost even dispersement of engagements per island. The lack of significant drop off between islands shows that the campaign generated wide awareness of the offerings available through the four main islands and of the unique aloha spirit.
Combine this user interaction with over 14 million paid media impressions and it’s clear that the campaign well and truly established the spirit of aloha as an incredible and unique travel offering, only available in the Hawaiian Islands.
In March 2015 Tropical Cyclone Pam, the most powerful cyclone to ever hit the Pacific, devastated Vanuatu in what was one of the worst natural disasters in the history of this small nation. This all but crushed the country’s tourism industry. Flights were cancelled, resorts were empty, the money that tourism brings could not be used to help kick start Vanuatu’s resurgence.
Following the restoration of people’s homes and basic services, Vanuatu needed a recovery campaign, one that could raise awareness of Vanuatu’s offering amongst the Australian and New Zealand public, remind them of the natural beauty, welcoming people, and incredible experiences available, and inspire them to book flights and travel to Vanuatu.
We started by establishing an overarching creative concept to run out through multiple channels. Our creative concept returned to the core of what makes Vanuatu an incredible destination, establishing eight defining tenets. In a world where we are constantly switched on and caught up amongst our immediate concerns, it’s easy to lose sight of what matters; Vanuatu is a place where you can slow down, refocus, breathe, take it all in, and discover what matters.
Our first step was to create a new, visually spectacular website where people could firstly be inspired to travel to Vanuatu, and secondly, could easily access all the information they required to book a trip. The 8 central tenets were key to the structure of content through both the inspiration and information channels.
We created a TVC to reach our broad target audience with an emotive story driven message. Here, we show a middle aged working couple, successful but caught up in the needless distractions of modern life, who are following the guidance of an older wiser narrator, and discovering that what matters has been right in front of them all along. The awareness element of the campaign was supported further through paid media and print media across travel and specialty magazines.
Our TVC was followed by an engagement campaign that prompted the general public to focus on the unappreciated friendships that have been right in front of them all along, inviting them to share a moment between themselves and a friend that was important to them, for the chance to win a trip to Vanuatu, where they could slow down and forge new unforgettable memories with their friends.
Vanuatu saw a 22% lift in visitor arrivals from Australia as a result of the campaign.
Further, the campaign provided lasting platforms, assets and marketing tools to Vanuatu Tourism Organisation that they can continue to utilise. The 8 central tenets established through the campaign have come to define Vanuatu, and will continue to provide content and campaign themes into the future.
Kenya is a rich and diverse holiday destination with many different experiences on offer to Australian travellers. How can we highlight all the different aspects of a holiday in Kenya in a way that resonates with the Australian market?
We sent 5 influencers to Kenya, each tasked with documenting different product categories that Kenya wanted to highlight: Wildlife, Adventure, Luxury, Culture and Conservation. We then used this content to create 5 themed stories of their experiences, with the public able to enter to win that adventure at the end of each. Our campaign partner, Canon, opened up exposure to an even wider audience.
We hit double our target for database growth with more than 50% of traffic to the website from new users and an average bounce rate below 35%. The users loved the campaign and gained a new awareness of the various of experiences on offer from a destination like Kenya.