Hawaii Visitors & Convention Bureau

Hawaii Visitors & Convention Bureau

Asset 5

Work From Hawaii

Work From Hawaii

Creating an entirely new category of travel to appeal to NYC workaholics.

Creating an entirely new category of travel to appeal to NYC workaholics.

Creating an entirely new category of travel to appeal to NYC workaholics.

Creating an entirely new category of travel to appeal to NYC workaholics.

Creating an entirely new category of travel to appeal to NYC workaholics.

Asset 10
Asset 1

Challenge

In 2018, tourism from New York to Hawaii was lagging. In fact, our research found that New Yorkers were taking less vacations overall — with less than 50% of them using up their available vacation time.

In 2018, tourism from New York to Hawaii was lagging. In fact, our research found that New Yorkers were taking less vacations overall — with less than 50% of them using up their available vacation time.

Insight

New Yorkers are obsessed with their careers, but they hate the office. In fact, in a survey we conducted, 96% of NY Millennials agreed that getting away from their work routine was essential to fueling their creativity.

Idea

WFH (Work From Hawaii), a unique travel campaign that repositioned the islands as the perfect destination for remote work. We created six bespoke residencies -- one on each of Hawaii’s six islands -- designed to entice New York’s top six industries. From thousands of applications, we selected our residents, then shared their transformative experiences via Instagram ads targeted to peers in their field. The program didn’t just inspire a 53% increase in organic travel queries from New York, it helped generate an incredible $342 Million increase in US East visitor spending across the islands.

The Press

The Press

"If you think working from home sounds like heaven, picture working from Hawaii."

Itsoktojudge_Press_logo_TemplateNew_York_Post

"Not just a vacation destination but also a place to gain pivotal insight into your craft."

Itsoktojudge_Press_logo_TemplateMic

"Some of us have our best ideas and most productive work days while untethered from a traditional office."

Itsoktojudge_Press_logo_TemplateThrillist

"An instant antidote for creative boredom."

Itsoktojudge_Press_logo_TemplateFastCo

More Coverage

Other Media Pickups

Itsoktojudge_Press_logo_TemplateMoney-ish
Itsoktojudge_Press_logo_TemplateTime
Itsoktojudge_Press_logo_TemplateApt_Therapy
Itsoktojudge_Press_logo_TemplateAdweek
Itsoktojudge_Press_logo_TemplateElite-Daily
Itsoktojudge_Press_logo_TemplateMental_floss
Itsoktojudge_Press_logo_TemplateTravel+Leisure
Itsoktojudge_Press_logo_TemplateForbes
Itsoktojudge_Press_logo_TemplatePure-Wow
Itsoktojudge_Press_logo_TemplateBusiness_Insider

The Work

The Work

The Results

61,000+

61,000+

First Time
Visitors

Asset 4
Award_Landing_results_icons_Results_Icon_B copy

505m

Earned Media
Impressions

IMPRESSIONS

Asset 5
Award_Landing_results_icons_Results_Icon_B

53%

53%

Increase in NYC
Travel Inquiries

Asset 10
Itsoktojudge_Hawaii_Icon_Template_Results_Icon_E copy

$342m

Increase in US East
Visitor Spending

Asset 13
Itsoktojudge_Hawaii_Icon_Template_Results_Icon_E

Aloha! Thanks for judging.