In 2018, tourism from New York to Hawaii was lagging. In fact, our research found that New Yorkers were taking fewer vacations overall, with less than 50 percent of them using up their available vacation time. We needed a way to convince New Yorkers to leave the office and make Hawaii top-of-mind for their next vacation destination.

New Yorkers are obsessed with their careers, but they hate the office. In a survey we conducted, we found that 96 percent of millennials in the Empire State agreed that getting away from their work routine was essential to fueling their creativity. National data reveals more Americans are choosing to work remotely to accommodate demanding careers, but that trend has not seemed to spread to career-obsessed New Yorkers. So, rather than try and convince New York workaholics to give up their hustle, we decided to let them know that Hawaii is the perfect muse to take their work to the next level.

That sprung the idea to encourage people to drop their mundane routines, change their scenery and WFH (Work from Hawaii). This unique travel campaign repositioned the islands as the perfect destination for remote work or a working vacation. We created six bespoke residences - one on each of Hawaii's six islands - curated and designed specifically to entice New York's top six professional industries. Then we advertised the residencies in places where workaholics frequent most: LinkedIn, WeTransfer, WeWork spaces and OOH ads directly on their commutes.

From the thousands of applications we received, we selected our ideal first residents and followed them to Hawaii to capture their transformative experiences. Then using highly targeted ads across each social platform, we shared each of our residents' stories to peers directly in their fields. At the end of each inspiring ad, we gave our viewers exactly the tools they needed to book their very own WFH trip.

THE IMPACT

• The WFH project inspired 61,000+ first-time visitors to Hawaii
• The campaign was covered by over 300 media organizations from newspapers, national talk shows, top tech and lifestyle sites, and even the local weather
• Generated more than 50 million earned media impressions
• Over the course of the entire campaign, in addition to our paid views, we garnered 505,887,039 earned impressions
• 53% increase in New York City travel inquires
• Helped generate $342 million increase in U.S. East visitor spending across the Hawaiian Islands
• More than 2,000 New Yorkers applied to be a part of the residencies

Review the following case assigned to you and respond to the questions below. o Hawaii Visitors & Convention Bureau (WFH - Work From Hawaii) Campaign write up from Edelman PR Agency

o Unpack it so that you have a clear understanding of the campaign's intent

i.e., write the creative brief that informed the campaign

i.e., map out the channels, platforms, and tactics used in the campaign

Propose how the brand should expand the campaign to cities across North America

SECTION 1: CAMPAIGN OVERVIEW

With reference to the Hawaii Visitors & Convention Bureau (WFH - Work From Hawaii) campaign:

Creative Brief:

o Write one SMART communications objective (use the structure from the course)

o Provide a consumer insight that informed the campaign?

Written from the consumer's perspective ("I...")

Measurement:

o Identify 2 different metrics that they used to measure the campaign's success.

Provide 1 reason as to why chose each metric and ensure that the reason is different for each.

E.g., Impressions, because...

Amplification:

o What channels, platforms, tactics did they use and WHY?

List 2 tactics and provide one reason as to why it will engage with the target audience

SECTION 2: RECOMMENDATION - How should we expand this campaign?

Assuming a post-covid world...

Due to the success of the WFH campaign, Hawaii Visitors & Convention Bureau wants to expand the campaign to other major cities across North America and around the world however, the #ProudWorkAholic culture only exists in New York City. It is up to you to figure out how to make this campaign come to life for another major city.

Target audience:

o Who would you recommend that your brand target?

Include demographics, psychographics, geographics, and behaviour

Bring them to life with your description

o Why do you think this is the best target to go after? Why are you recommending this target?

Media Usage:

o How does your proposed target audience use/consume media? Run some Statista reports and then summarize the information. Try to get as specific as possible. Be sure to include parenthetical citations. Bring their media consumption habits to life.

E.g., How much broadcast tv do they watch?

E.g., What social media platforms do they use?

E.g., Do they read emails? On the computer or mobile? Access Statista from: https://researchguides.georgebrown.ca/az.php?a=s

Take screengrabs of the charts and post them in the Appendix

Reference any information using parenthetical citations as well as in the Bibliography

Channel Planning:

o Based upon the research that you conducted above, what channels, platforms, and tactics would you recommend reaching the proposed target audience?

Recommend 2 of 3: social media, paid display ads, direct marketing (email)

Recommend 2 of 4: television (digital or broadcast), radio (digital or broadcast), event, consumer or trade promotions

Why will each of the recommendations capture the target audience's attention?

Media Planning & Blocking Chart:

o What flighting strategy would you recommend?

Why would it be appropriate for the target audience?

o What time of year would you recommend?

Why would it be appropriate for the target?

o Create media blocking chart based on the media channels and media planning outlined above

Put the media chart in the appendix

SECTION 3: Measurement

With reference to the Channel Planning you outlined above...

o What metrics would best evaluate the success of your recommendation?

o How will the client's business be impacted other than increase visitors?

o How would the metrics impact the business?