Hawai’i Tourism Oceania has launched a new consumer campaign pairing Australian influencers with Hawai’i locals aimed at immersing them in the Aloha Spirit.
The influencers’ experiences were captured on film and will be shared with Australian audiences over the next month through a social and online campaign.
Kerri Anderson, Country Manager for Hawai’i Tourism Oceania, said the brand campaign aimed to build greater awareness of the Hawaiian Islands by showcasing the more unexpected and unknown elements and experiences on the islands of O’ahu, Maui, Kaua’i and the Island of Hawai’i.
“Hawai’i’s strong brand recognition is both an advantage and a challenge in that many Australians think they know Hawai’i,” Ms Anderson said.
“We wanted to show that Hawai’i is much more than sand, sun, surf and shopping by using locals to show Aussies around some of their favourite, and less expected places, and immerse them in the ‘Aloha Spirit’.
“In Hawai’i, Aloha is more than just a word for hello and goodbye – it’s a genuine warmth and openness that Hawai’i locals live every day so we wanted our influencers to be able to really experience that for themselves.
“We selected Australian influencers that holidaymakers could identify with – a young family on the island of Maui; a married couple for relaxed romance on Kaua’i; a solo adventurer to the Island of Hawai’i and a fashionista and foodie on a girls’ getaway to O’ahu.
“As a result they got to explore off the beaten tourist path and gain a deeper insight into the Hawaiian culture, people and the Aloha Spirit.”
Australian influencers included mummy blogger and self-confessed beach lover Chantelle Ellem- aka Fat Mum Slim, who was on her third trip to Hawaii but her first to Maui. Chantelle was teamed up with local Hawaiian cultural educator Iokepa Nae’ole who gave her o’hana (family), a deeper insight into Hawaiian culture.
Australian nature photographer and long-time Hawai’i fan, Craig Parry, was matched with Hawai’i outdoors photographer and instagrammer Jake Marote, @Jake_of_all_trades and for the first time Craig was able to photograph the lava of Kilauea volcano pouring into the Pacific Ocean on the Island of Hawai’i.
Kaua’i local Chelsea Yamase, who shares her island on instagram as @Chelseakauai teamed up with Australian photographer couple Matt and Renee Hahnel. In between relaxing, sunset cocktails and shave ice, Matt and Renee mountain tubed, hiked, cycled and kayaked their way through the oldest of the Hawaiian Islands ,topping it off by soaring above the Napali Coast in a doors off helicopter.
Former fashion magazine editor and media personality Paula Joye, known for her love of fashion, food and beautiful things that she shares on her website TheJoye.com.au, was matched with O’ahu stylist and blogger Lindsey Higa.
Paula has been travelling to Hawai’i since she was a child but this was her first ‘girls trip’ to O’ahu.
Ms Anderson said the campaign captured the diversity of the Hawaiian Islands.
“Through the campaign we will be driving people to a dedicated microsite where they will be able to see all of the content captured on these trips,” Ms Anderson said.
“Australians have long had a great love for Hawai’i, and while we are heading towards another record year of growth, we need to be constantly providing fresh new content and reasons for people to visit and to return.
“By sharing all of the possibilities Hawai’i offers through the eyes of Aussie travellers, and extending the warmth of the Hawaiian people and the Aloha Spirit to our audience, we intend to keep the demand for Hawaii on the rise for years to come.”