When a Hawaiian travel brand set out to educate high-net worth consumers about a new offering, they engaged O’Malley Hansen Communications to bring an integrated marketing approach to the assignment.
The resulting campaign supported the execution of an on-island influencer event to give media and influencers a thorough understanding of the brand and its offerings for the end consumers.
The O’Malley Hansen team led the charge to engage, educate, entertain and build relationships with 14 high-profile travel and lifestyle media – including editors, freelancers, bloggers and social media influencers – through a multiday influencer trip hosted on two Hawaiian Islands to great success.
In addition to managing the media attendees’ trip, we worked with the brand team and an experiential partner to bring the brand to life, ensuring their unique features were tangible through every activity. The trip included a media briefing, culinary experiences with several renowned chefs, cultural excursions around the islands and the ultimate luxury travel experience via first-class flights and upscale hotel partners. Attendees also received branded gift baskets to bring the magic of the islands home with them.
Not only were the attendees impressed by the experience – with feedback like, “an AMAZING trip … one of our favorites of all time” – but the numbers did not disappoint. The event garnered 267 media mentions and 185+ million media impressions as well as 722 social media posts and more than 8.3 million social media impressions. More than that, OHC built and helped maintain relationships with some of the travel industry’s top influencers, putting the brand in a favorable position for future initiatives.