Social Media
The Challenge
As a mature destination with an extremely high visitor satisfaction rating, the island of Hawaii benefits immensely from repeat visitors, who return frequently and tend to bring others with them. However, market data analysis for 2014 revealed the island’s repeat visitor base was aging, creating a need to appeal to new market segments for sustained industry growth. Anthology successfully leveraged its intimate knowledge of the island of Hawaii to appeal to younger travelers in the market segment through #LetHawaiiHappen, an ongoing social media campaign promoted by Anthology on behalf of the Hawaii Visitors and Convention Bureau. Partnerships with social media influencers and local businesses have increased followers of the Island of Hawaii’s Instagram account (@TheIslandOfHawaii) by more than 2,000 percent since 2014.
The Solution
