Works

Aunt Ha-Wai in Hawai'i!

Client: Hawai’i Tourism Authority
Target Audience:
Hong Kongers

85

Social Influencer

3

Digital Videos

21

Hawaiian Partners

250

Thousand Facebook Views

The Story

Hawai’i’s For Everyone!

No face can hold a candle to 85-year-old bubbly Hong Kong actress Lana Wong Ha-Wai, whose personality and quirky fashion sense makes her stand out from the crowd! As the Hawai’i Tourism Authority’s representative in Hong Kong, our task was to attract visitors to the Hawaiian Islands by highlighting the beauty of Polynesian life. An engaging video series hosted by Lana Wong to introduce Hong Kongers to the islands was curated.

The series was nominated for the Best Media Campaign (Integrated Media) and Best Media Campaign (Key Opinion Leader) at the Spark Awards For Media Excellence 2017 organized by Marketing Interactive magazine. It won the Bronze Prize for Best Media Campaign (Key Opinion Leader).


The Goal: Getting An Influencer To Host The Program

Goal

Our goal was to boost visitor arrivals from Hong Kong to The Hawaiian Islands. We tapped on Lana Wong’s popularity to showcase the destination as a fun-filled place with lots in store for anyone. The video series presents an ideal opportunity for Hawai’i Tourism Hong Kong to feature the awe-inspiring natural beauty of the Hawaiian Islands.


The Solution: Aunt Ha-Wai Goes To Hawai'i

We partnered with United Airlines, Hong Kong Economic Times Group, U Magazine and Sky Post to roll out ‘Aunt Ha-Wai in Hawai’i. The three-part digital series was filmed on the Island of Hawai’i, O’ahu and Maui, and included pulsating outdoor  activities like surfing, late night diving, a helicopter tour around active volcano sites and visits to organic farms!

Solution 1

In addition to visits to popular Hawaiian attractions and sightseeing spots, the digital video series was punctuated with lots of humor. At one point in time, Lana Wong was even seen striking a pose at Punalu’u Beach in her Sailormoon costume and quirky hairdo.

Aunt Ha-Wai in Hawai’i debuted on Sky Post’s Facebook page in February 2017 and the campaign was well-received by Hong Kongers, generating over 250,000 views per episode within days!

The Solution 4

The series profiled 21 Hawaiian partners, including the O‘ahu Visitors Bureau, Hilton Garden Inn, Waikiki Beach Services, Polynesian Cultural Center, Fourever Fab Show, Hawai‘i Global Holiday, Island of Hawai‘i Visitors Bureau, Courtyard King Kamehameha’s Kona Beach Hotel, Hilo Hawaiian Hotel, Wasabi Tours Hawai‘i, Big Island Abalone Corporation, Greenwell Farms, Jack’s Diving Locker, Blue Hawaiian, Hawai‘i Volcanoes National Park, Maui Visitors & Convention Bureau, Residence Inn Maui, Roberts Hawai‘i, Maui Ocean Center, The Pacific Whale Foundation and Maui Astronomy Tours.

The Solution 5


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