Taking a fresh and interactive approach this campaign showcases Hawaii’s unique culture and spirit of aloha.

TWG partnered with Airtasker, a community marketplace that enables people and businesses to outsource tasks online. To celebrate Lei Day, we posted the position of Aloha Apprentice on Airtasker. The position entailed a four-day cultural immersion to Hawaii to uncover the meaning of aloha, followed by a lei greeting activation in Sydney’s central business district.

 

Criteria for the Aloha Apprentice was simple; we were searching for someone who was kind-hearted, adventurous, open-minded, and available for immediate travel to Hawaii. The campaign successfully tapped into a new demographic and audience on the Airtasker platform. When the Aloha Apprentice ad went live, it became AirTasker’s most popular ‘task’ in their history. After receiving 100’s of expressions of interest, we selected the perfect apprentice. During her four-day immersion in Hawaii, the Aloha Apprentice was ‘tasked’ with experiencing a number of cultural activities. In consultation with the Director of Hawaiian Cultural Affairs at HTA, we developed five activities for the Aloha Apprentice to experience and discover the meaning of Aloha. These were captured by a videographer during the trip and turned into engaging digital content that was promoted across our Facebook, Instagram, and YouTube channels.

 

As a final task the Aloha apprentice, took part in an Aloha Friday activation in Sydney’s central business district where she greeted 500 commuters with a fresh flower lei. The Hawaii themed activation incorporated Hawaiian mele (song) as well as hula performances. The team worked with HTA to ensure that details such as the hula dancers costumes and song list were culturally authentic and appropriate. The activation was covered by national news media with channel Seven interviewing the Aloha Apprentice on the ‘Morning Show’ and on ‘Sunrise’, the most popular breakfast program in Australia. TWG captured the activation in real time across our social media channels, posting photographs, and live video to engage our audience.

 

Highlights:

  • The campaign received over 5 million views
  • Total social media reach was 2,570,751
  • There was a steep increase in traffic from Australia to the gohawaii.com landing page with 6,335 additional click throughs to the Aloha Apprentice landing page during the 10 day period
  • Public relations efforts for the campaign throughout the month reached a total of 2,475,929 people nationally across online and broadcast platforms, totalling $2,325,774 worth of promotional value
  • The Aloha Apprentice Airtasker advertisement had 44,485 sessions averaging 1 minute 29 seconds. AirTasker’s EDM promoting the advertisement reached 164,718 individuals.
  • The campaign was shortlisted for the award for ‘Social Idea of the Year’ in the Mumbrella Travel Marketing Awards