When the Hawaii Visitors and Convention Bureau conducted a major re-branding of the Islands, Anthology was involved at the advisory and implementation level through its client, Maui Visitors and Convention Bureau.
Extensive U.S. mainland consumer and travel research was conducted, compiled and provided to stakeholders. Findings indicated that Maui’s unique strength was its ability to allow you to do as much as you please in your own good time. The emotional benefit of a Maui vacation is freedom and spontaneity: exactly what happens to be missing from people’s lives these days.
We explored a dozen campaign articulations, and one truly resonated. When in a lifetime are you most carefree? Childhood. Maui returns you to that happy, spontaneous state of mind. “Come play. Maui" launched as a multi-media campaign and took Hawaii Advertising Federation Pele awards for Best Travel Campaign and Best in Show. Best of all, Maui’s visitor count continued its climb.