Love is in the air at Hawai‘i Tourism Oceania (HTO), with the organisation leaning on romance and couples’ holidays as a key promotional strategy for the third quarter of 2019.
With couples making up 24 per cent of travellers from Oceania, HTO has recognised this as an important market for visitation to the Hawaiian Islands, partnering with Expedia and Hawaiian Airlines on a new integrated digital campaign across Australia and New Zealand.
The multi-faceted campaign promotes holidays for couples through consumer direct, trade and public relations activities.
A dedicated microsite takes consumers on a visual journey through the Hawaiian Islands, prompting them to select their preferred romantic experiences on each island and leading them to a custom itinerary for their getaway.
Each consumer entering the microsite and completing the steps will go into the draw to win a holiday to their island of choice.
Giselle Radulovic, country manager for Australia at HTO, said providing consumers with itineraries is a fresh strategy for promoting the Hawaiian Islands.
“Utilising custom itineraries to showcase the diversity of experiences across the Hawaiian Islands is a way for Hawai‘i Tourism Oceania to increase awareness on the destinations and its offerings,” she said.
In conjunction with Ignite (MyHawaii), HTO has also launched a multi-channel integrated cooperative campaign targeted at couples.
The nine-week campaign features package deals and promotes the Hawaiian Islands as the perfect destination for honeymoons, weddings and romantic celebrations.