Target Audience: Multi-generation families

The Power of Smiles 

Hawaiʻi is a fusion of charming country towns and tropical islands. From sandcastles built on sun-soaked beaches to exploring aquariums, there are many ways to connect with the family on the Hawaiian Islands.

To achieve this, our team first paired up with Gymboree, a leading early childhood institution with 400 branches in China, for an event at Shanghai J-Mall, where more than 50 VIP families and their children immersed in the Aloha ambiance through ukulele and hula performances.

The main highlight of the campaign was the launch of the digital game on WeChat. It showcased unique tourism resources of the Hawaiian Islands like child-friendly attractions and activities, and the ‘Hawaiʻi Baby Ambassador’ competition.

A Favourite Family Destination!

Our goal was to drive incremental travel to the Hawaiian Islands and promote Hawaiʻi as a happy place for families to spend quality time together.

The creative digital game was able to spark interest amongst families through the ‘Hawaiʻi Baby Ambassador’ competition. Besides submitting the photos of their children on the digital game, they were indirectly spreading the word on the Hawaiian Islands when they shared this game on their social media accounts.

Their loved ones and friends got to cast their votes while learning more about Hawai’i’s balmy climate, variety of accommodations, warm hospitality and exciting group activities.

Free Travel for Hawaiʻi Baby Ambassador!

The campaign managed to reach 600,000 families and generated more than 100 baby photos. The baby photo which garnered the most votes also won a family trip to Hawaiʻi.

At the same time, it also promoted a list of Hawaiʻi’s family-friendly attractions and institutions including Kauaʻi Plantation Railway, Poipu Beach Park, Hula Dancing & Ukulele, Pearl Harbor, Sea Life Park, Disney’s Aulani Resort & Spa, Lahaina Whale Watching, Goat Farm, Rainbow Shave Ice, Punaluu Black Sand Beach and Stargazing at Mauna Kea.