My role: Associate Creative Director—Art
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."
Strategy:
Curate custom island experiences in ways that only New Yorkers would trust.
Execution:
Hawai‘i by New York: Six islands. Six taste maker brands. Six changes to go. We launched with earned by taking over the MTA cards in New York City as commuters' potential ticket to the Hawaiian Islands. A digital experience collected interest and entries, while digital and OOH boards spread the word.
Results:
3.4B impressions
4.4 MM video views; 1.8MM at 95% completion
45K contest entries
4.4 MM video views; 1.8MM at 95% completion
45K contest entries
Launch video syndicated across social.
