Challenge:
Hawai‘i is home to a unique culture and delicate natural resources. As COVID-19 restrictions on travel loosened and tourists began to flood back to Hawai‘i, our invitation had to change. Our invitation to visitors needed to change. Aloha had run out. The time to implement a regenerative tourism model had come.
Execution:
We invited visitors to experience a new way to travel—one that gives back to Hawai‘i, and to them: mālama (care for) Hawai‘i. A suite of content across owned & paid placements asked visitors to come back, and give back, in a launch of four episodes featuring on-island ambassadors and cultural practitioners. Additionally, we created custom-shot, long-form content to educate people on the interconnections of Hawai‘i's natural resources and residents.
Results:
189MM Impressions
73MM Video views across Facebook, Instagram, Pinterest and YouTube.
73MM Video views across Facebook, Instagram, Pinterest and YouTube.
Local ambassadors led our effort to launch what mālama means.
In partnership with an on-island agency, we shot vertical substitutions and b-roll for social adaptations of long-form content. They feature four unique ambassadors who represent four Hawaii-based restoration organizations across the islands of Moloka‘i, Maui and O‘ahu. We interviewed and filmed these leaders who welcomed visitors to join their restorative efforts that give back to Hawai‘i to enrich their connection while visiting.