Integrated Consumer Campaign 

Situation: February is typically the peak booking period for Australian travellers.  In order to capture those bookings during this highly competitive period, HTO launched the largest fully integrated marketing campaign to date, in the Australian market, focusing on promoting the diversity of experiences available in Hawaii, timed to capture the attention of Australians who typically book during February. 

Challenge: To successfully implement a fully integrated campaign across both digital and print channels aligned to the current brand strategy for HTO during a crowded and competitive period. 

Action: The campaign used key digital channels including email marketing, social media, paid social and video pre-rolls by directing consumers to a microsite ( that contained blog articles, information and photos of the destination. 

The campaign featured an influencer program that paired Australian influencers with Hawaii locals in order to co-create content that had an authentic and an emotional connection to Hawaii.  The result was content targeted to a number of target markets – families, couples, singles and groups of friends including video, pictorial and blog content that can be used for an indefinite period of time. 

Concurrently HTO partnered with Fairfax Media (now Nine) to develop a number of paid content pieces and additional value-add editorial pieces on the popular website and in the travel sections of the Sydney Morning Herald and Melbourne’s The Age newspapers. 

A tactical offer to coincide with the campaign was put in place with Ignite Travel/MyHawaii. This included MyHawaii running a similar look and feel campaign with multi-island deals promoted across the microsite, MyHawaii’s channels and through Fairfax outlets. 

Results: The campaign resulted in some impressive consumer engagement statistics that well exceeded KPIs. microsite results: 

  • 17,587 sessions 
  • 15,447 unique users 
  • 1.08 average time on site 
  • An average of 29% of users scrolled through to at least 50% of the content 

Online video advertising: 

  • 224,233 reach 
  • 85% completion rate E-newsletters: 
  • 85,106 email views 
  • 22.26% open rate 
  • 5,475 CTR 

Social media engagement overall: 

  • Applause Rate: 1,246 
  • Conversion Rate: 101 
  • Amplification Rate: 41.32 

HTO Assets Results: 

  • Competition: 21,291 entries, 4.5K competition shares 
  • Website: 105K website views, average time on site 1.49 minutes and 17.9% return visitors 
  • Digital & Social: 
    • Facebook: 1.14 million reach, 3.8 million impressions, 125K clicks 
    • Instagram: 241K reach, 302K impressions and 3.5K clicks 
    • YouTube: 318K true views, 1.7 million impressions, 5.3K clicks 
    • Native advertising: 18 million impressions, 1.7 million reach, 138.8K clicks 

Awards - Janaya Birse, PR Manager for HTO won an award through the Australian Society of Travel Writers for her written content featured on the microsite.