A client’s best quote: It’s got to hit the heart before it hits the head.
  • HAWAII TOURISM
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    THE MAGICAL ISLES OF HAWAII, AS SEEN BY HAWAIIANS.

    The Story
    In 2007, Hawaii’s tourism was struggling, with nearly a 20% drop in tourist traffic and spending. Travelers looking for an exotic destination were passing over Hawaii in favor of Thailand, and other destinations seen as more unique.

    Faced with these daunting numbers, the Hawaiian Visitors and Convention Bureau (HVCB) asked us to develop a digital campaign, using rich media banner ads to help the 50th state become people’s first choice.

    The Work
    The goal was to get Hawaii in the mix during the “decision runoff,” when travelers are narrowing

    their list of possible destinations. The solution was banners with compelling headlines and arresting film clips, providing the hook at the very moment when travelers are making plans. Audiences responded in droves.

    The campaign had an Average Interaction Rate of 17% as compared with the industry benchmark of 1.91%. Some of our banners had interaction rates as high as 45%, in fact. Despite a fairly modest media spend, viewers watched our videos a total of 1.9 million times.

    In total, according to the client, this was the best performing ad campaign in HVCB history.