This integrated digital campaign in partnership with Expedia featured consumer direct, trade and public relations initiatives. The Walshe Group’s Hawaii team worked with Expedia and Hawaiian Airlines to launch a campaign targeting couples across Australia and New Zealand. 

 

Objectives

TWG commissioned market research to better understand the core target market for Hawaii, and where the greatest opportunities lay to grow the brand. This qualitative research was conducted using an AI-driven online survey platform that moved away from a ‘whole of market’ approach. The study found the couples’ market as having additional growth opportunity, and that people are receptive to understanding the richer and more immersive elements of the Hawaii experience. Creating itineraries and curated experiences can help drive appeal, emotional connection and dispersal across islands. The campaign sought to further increase market share by inspiring and building awareness of the diversity of experiences available in Hawaii. It broadly targeted couples across the demographic niches.

 

Actions

  • Consumer awareness: TWG worked with Expedia to develop a click-through quiz on Expedia’s ‘Trip Discovery’ platform. Users were delivered video and emailed itineraries based on their quiz answers that matched them with a Hawaiian island. This campaign was extremely effective in building awareness and inspiration through the interactive format. It was so successful that Expedia advised it was one of the best performing Trip Discovery’s run in any market globally.
  • Social media: TWG produced a series of short videos and imagery highlighting the personality of each Hawaiian Island. These videos and photos were promoted across paid and organic social media. TWG also produced blogs on gohawaii.com with itineraries highlighting experiences across the four main islands. These were amplified across our social media channels. Expedia also promoted the campaign website across their channels, producing the highest number of clicks on an Expedia Facebook social post to date in the Australian market.
  • Public Relations: Expedia’s inhouse writer was sponsored to travel to Hawaii and write articles about couples’ getaways on Oahu, Maui, Kauai and the island of Hawaii. Four Hawaii articles were published on the Expedia blog which receives 558,000 unique views per month.
  • Trade: The sales component of the campaign included Expedia packages which promoted bookable couple themed holiday offers.

 

Outcome

  • 42,631 total unique views of campaign microsite
  • 74% engagement rate, 85% completion rate, 77% lead capture rate of click through quiz
  • 24,046 leads generated
  • 2,237,815 impressions, 50,692 link clicks and 216,428 engagements across HTO and Expedia social
  • 3 million display ad impressions across Expedia website
  • 2.23 million publicity reach