Challenge

The Hawaii Convention and Visitors Bureau was looking for creative concepts customized to the Seattle market including; a digital Home Page designed to reach the Seattle specific audience only. The goal was to drive our digital audience to watch videos via a custom splash page of various islands to travel to and enter to win an adventure trip for two to Kauai. Hawaii CVB also wanted to increase their social presence and fans in our market.

Solution

To drive users to the Hawaii splash page, we used Video Banner ad units (playing a rotation of four island videos), Wallpaper and synched half page banners, top of site flash ad units, sliding billboards and top story video pre-roll to accomplish this.  Each Island had to have equal rotation and presence – which we accomplished easily online. We supported the campaign with many different Social Media options as well as Mobile on our KOMOnews.com app (for Apple iPhones, iPad and Android Smartphones and tablets).  Some of the Social Media options included our One Click Like “Facebook Like” widget, an ad promoting the adventure travel contest on our Facebook wall and Twitter Tweets.  We hosted and promoted two Hawaii specific events during the campaign using Twitter tweets to generate excitement, attendance and drive more awareness to the Hawaii splash page.

We also coordinated our digital campaign completely with our TV partners so that it was a seamless one stop shop solution for our client. The URL (Web Address) was tied into our KOMO brand to make it easy for our audience on TV and the web to remember ( www.KOMOnews.com/Hawaii) and click thru to.  Our travel and airfare partners also had logo and offers present on the custom splash page which generated additional traffic on their sites from our users clicking thru to visit their specials.

Results

A true mark of a successful campaign is when the client comes back time and again and enjoys more fantastic results each time they advertise – Hawaii CVB is a perfect example of this success. This specific campaign first published one month then repeated multiple additional months over two years – success building on success.