THE CHALLENGE
New Yorkers notoriously don't use their vacation time. Likewise, many travelers don't realize each island in Hawai‘i holds a unique experience that goes beyond "beaches and mai tais."
OUR SOLUTION*
To get New Yorkers to consider Hawai‘i as their next destination, we partnered with six New York brands to curate custom island experiences in ways that only New Yorkers would trust.
RESULTS
3.4B impressions
4.4 MM video views; 1.8MM at 95% completion
45K contest entries
An earned activation invited Metro users to experience the Aloha State from a New York state of mind.
HIxNY iintroduced Hawai‘i to NYC by striking up partnerships with some of the city’s leading tastemaker brands to curate vacation experiences as unique as the islands themselves. But we didn’t just tell New Yorkers what they could do in Hawai‘i we invited them to enter for a chance to win the experience for themselves.
Metro users were handed their chance from a card they use daily.
Additional out of home tactics were used later in the campaign to raise awareness on the ongoing release of partnerships throughout the six-month campaign.
16 broadcast hits; 38 online articles; 3.2B impressions
Six islands.
Six brands.
Six chances to go.
A MULTI-ISLAND STORY TOLD THROUGH THE EYES OF SIX NEW YORK BRANDS
Through digital storytelling, we partnered with six brands that awarded a unique experience to one of the Hawaiian islands for winners.
A built-for-mobile destination gave Metro ticket holders a chance to win a New York brand's curated trip.
To get New Yorkers to consider Hawai‘i as their next destination, we partnered with six New York brands to curate custom island experiences in ways that only New Yorkers would trust.
Digital design & coding done by Media.Monks
Mobile and visual storytelling was critical, given time spent on the Metro.
Content and design developed beyond this. The above represent near-final stage mocks.
Wild postings hit the walls & screens surrounding the busiest Metro stations aligned with our audience.
Across partner & owned channels, multi-island storytelling called to a particular type of visitor.
PAID PARTNERSHIP LIFTED INTENT TO VISIT HAWAI‘I BY +7.5 POINTS
Across Facebook, Instagram and other paid media or partner placements, our message invited visitors in specific audiences that shared favorable intent to travel to Hawai‘i.
