Place Branding + Tourism Marketing
The Hawaii Tourism Authority needed help breaking through years of marketing a generic “Hawaiian” experience based in luaus, palm trees and surfing on all of its islands so that it could re-energize the industry with a vision of differentiated experiences within the state, linked by common Hawaiian elements, but based in a unique emotional experience on each island.
After successfully re-branding Waikiki, Arcade was engaged by the Hawaii Tourism Authority (HTA) to help refine the destination brands for the Hawaiian Islands. The project involved working with both the HTA and seven independent island chapters, each one highly concerned at the prospect of not being able to continue to market themselves as “all things to all people.”
The objectives of the Hawaiian Islands Brand Initiative were to:
Our process for evolving the Hawaiian Island brand was as follows:
The destination brand model that emerged was enthusiastically endorsed by all of the partners. It resulted in a fundamental shift in the way Hawaii markets itself and has already resulted in significant gains for each island chapter.