Target audience: Chinese Luxury Millennials Couples

Here Comes The Celebrity Bride!

Hawai’i is home to beautiful beaches, active volcanoes, idyllic natural landscape and resplendent luxury resorts – perfect for a romantic wedding ceremony!

As the Hawai’i Tourism Authority’s representative in China, we were tasked to woo luxury Chinese couples to make the Hawaiian Islands their preferred go-to destination. We designed a campaign with leading actress An Yixuan surrounding her wedding ceremony in Hawai’i and  went the extra mile to make the starlet’s big day dreams come true!

The Ultimate Hawaiian-Styled Wedding 

Our goal was to attract the well-heeled to the Hawaiian Island and make the destination their preferred place to host a wedding ceremony, honeymoon and or romantic vacation. The celebrity wedding presents a unique opportunity to showcase the beauty and uniqueness of Hawaiian culture.

Romance In Excess

To promote the luxurious resources of Hawai’i to Chinese Millennials, we launched the campaign ‘Romance In Excess’ to feature celebrity An Yixuan’s luxurious and elaborate wedding in Hawai’i. Hawai’i bridal and cultural elements like lei greetings, bridal oli blessings, hula dances and ukulele and conch performances were included to bless the couple with an everlasting marriage.

An Yixuan’s wedding ceremony took place at the Four Seasons Resort Oahu at Ko Olina, set against a backdrop of a baby blue sky, azure sea with a gold harp. Over 200 Asian celebrities attended the romantic event, including Joe Chen, Bianca Bai, Kimi Hsia and Esther Liu. Over 20 million fans of celebrity An YiXuan on Weibo and WeChat went into a frenzy sharing photos and videos about the wedding in Hawai’i.

As part of the campaign, Hawai’i Tourism China generated over 333 million page views on Weibo and WeChat. A total of 185 broadcast, print, digital and social media channels covered the event across China, Hong Kong, Taiwan and Singapore, including the Straits Times, Sina, Apple Daily Taiwan and Yahoo News Hong Kong. The campaign achieved a Public Relations value of 7.2 million USD! What’s more, the hashtag #AnYixuanHawaiiWedding# topped Weibo’s list of trending hashtags with 64 million views!