Aunt Ha-wai to Hawai‘i
On average, people today have a shorter attention span than goldfish. The average attention span of a goldfish is 9 seconds while ours is 8 seconds. Eighty20 wanted to create a multi-channel, online campaign with a fresh take to maximize the exposure of Hawai‘i on social media platforms for potential travellers. A key component was differentiating Hawai'i from other competitive beach destinations closer to Hong Kong.
For the first time, we collaborated with United Airlines, Hong Kong Economic Times Group - U Magazine, and Sky Post and invited Hong Kong's very own bubbly actress Lana Wong Ha-wai (a.k.a. Auntie Ha-wai) to embark on an adventure to Hawai'i to present the eye-opening travel series 'Auntie Ha-wai in Hawai'i'.
Auntie Ha-wai, who is 86 years old this year, is noted for her quirkiness and extravagant outfits. Her righteousness and outspoken nature have also won over netizens on Hong Kong social media. She transformed into a travel guru, travelling with a film crew to Hawai‘i to film a three-episode travel series.
Through the eyes of the travel series, she encouraged us to explore Hawai‘i 's true colours. One will be able to experience not only the islands' pristine geographical wonders, and discover Hawai‘i's unlimited characteristic tourist destinations, but also discover that Hawai‘i has so much more to offer in addition to its radiant sunshine and blue beaches.
We worked with our media partners to distribute destination-focused articles about the series to multiple platforms, such as websites, social media channels, and mobile apps.
This program quickly went viral in Hong Kong and earned positive responses from members of the travel industry, the media, and most importantly, Hong Kong residents. The campaign reached an audience of more than 1.5 million and garned a viewership of 620,000.
This campaign won two SPARK AWARDS FOR MEDIA EXCELLENCE in 2017:
Best Media Campaign KOL and Best Social Media Event Bronze.
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