The Hawaiian Tourism Authority needed Europe to look beyond the beach and recognise Hawaiʻi as a living culture, not just a postcard. Emotive Travel Marketing led a consumer campaign across the UK, Germany and Switzerland, pairing Headspace, Calm and Happier partnerships with seven tour operators to reach 20 million travellers and deliver 47.5 million impressions.
47.5 million impressions and 20 million users reached across the UK, Germany and Switzerland combined
Every market's video completion hit 80–91% vs the 50–60% industry benchmark
Seven tour operator partners activated across the three markets
Europeans knew Hawaiʻi as sun and surf - a postcard, not a culture. To win mindful, high-value travellers, the destination needed to elevate its story culturally and sensitively, reaching audiences beyond the traditional long-haul holidaymaker - wellness seekers, the culturally curious, purpose-driven travellers - while carrying the values of aloha, mālama, hoʻokipa and kuleana authentically, and building awareness of both The Hawaiian Islands brand and the distinct identities of its four major islands, Kauaʻi, Oʻahu, Maui and Hawaiʻi Island. It all had to work three times over: two languages, three consumer markets, three trade cultures = one story, one clear path to booking through trusted tour operators.
As the lead agency, Emotive Travel Marketing built a full-funnel architecture and delivered it through in-country management. Emotive Travel Marketing led the overarching strategy and the UK campaign; New Age Marketing delivered Germany and Switzerland as part of the Emotive Travel Marketing team; and Story9 handled digital execution under Emotive Travel Marketing’s approval and account management, with dedicated tour operator partnerships secured in every market.
To engage mindfulness audiences credibly, we aligned Hawaiʻi with the category's most trusted brands, including Headspace, Calm and Happier. Tour operator partners were integrated from the outset, serving not only as the campaign's conversion pathway but also as its measurement layer, enabling booking-level ROI tracking beyond traditional impressions and click-through metrics. We deliberately combined major and specialist operators, using the campaign to strengthen the wider travel trade. Staff training and website audits formed an extension of our trade partnerships, improving the accuracy and quality of how Hawaiʻi is represented long after the campaign concluded.
Consumer: 47.5 million impressions and 20 million users reached, with every market exceeding its impression goal. Video completion rates of 80–91% against a 50–60% industry benchmark; interaction rates up to 20% (Switzerland). UK reach of 7.5 million on the smallest market budget.
Trade: All seven operator partnerships delivered in full. Kuoni display achieved a 0.72% CTR and Travelbag 0.58%; Freedom Travel's contra beat targets by up to +345% (landing page visitors) and +203% (Facebook reach). Partners reported website improvements and increased staff training as lasting legacies.
