Hawai'i Baby Ambassador

Target Audience: Multi-generation families


Family Targets


Baby Participants

The Story

The Power of Smiles

Hawaiʻi is a fusion of charming country towns and tropical islands. From sandcastle building on sun-soaked beaches to exploring aquariums, there are many ways to connect with the family in the Hawaiian Islands.

To achieve this, our team first paired up with Gymboree, a leading early childhood institution with 400 branches in China, for an event at Shanghai J-Mall, where more than 50 VIP families and their children immersed in the Aloha ambiance through ukulele and hula performances.

The main highlight of the campaign was the launch of the digital game on WeChat. It showcased unique tourism resources of The Hawaiian Islands, ranging from attractions to children-friendly activities, as well as the ‘Hawaiʻi Baby Ambassador’ competition.

The Goal

A Favourite Family Destination!

Our goal was to drive incremental travel to The Hawaiian Islands and promote Hawaiʻi as a happy place for families to spend quality time together.

Hence, the creative digital game was able to spark interest amongst families through the ‘Hawaiʻi Baby Ambassador’ competition. Besides submitting the photos of their children on the digital game, they were indirectly spreading the word on The Hawaiian Islands when they shared this game on their social media accounts.

Their loved ones and friends got to cast their votes while learning more about Hawaii’s balmy climate, variety of accommodation, warm hospitality and exciting group activities.

The Solution

Free Travel for Hawai’i Baby Ambassador!

The campaign managed to reach 600 000 families and generated more than 100 baby photos. The baby photo which garnered the most votes also won a family trip to Hawaiʻi.

At the same time, it also promoted a list of Hawaiʻi’s family-friendly attractions and institutions including Kauaʻi Plantation Railway, Poipu Beach Park, Hula Dancing & Ukulele, Pearl Harbor, Sea Life Park, Disney’s Aulani Resort & Spa, Lahaina Whale Watching, Goat Farm, Rainbow Shave Ice, Punaluu Black Sand Beach and Stargazing at Mauna Kea.

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