Mālama Hawai‘i

Hawai‘i Europe

The Mālama Hawai‘i campaign, delivered in the UK from 1 October 2024 to 31 January 2025, was a compelling video and content-led initiative designed to position Hawai‘i as the ultimate destination for responsible and conscious travel. Targeting affluent, socially and environmentally aware travellers, the campaign highlighted how Mālama Hawai‘i experiences could be seamlessly integrated into holiday activities.

Using 15” and 30” video assets, the campaign was amplified through Connected TV, mobile, digital and social channels, all driving traffic to a bespoke microsite. This site showcased inspirational content and responsible travel itineraries curated by UK tour operators. The campaign formed part of the broader brand platform, “The People. The Place. The Hawaiian Islands”, and resonated strongly with long-haul travel intenders who value meaningful, sustainable travel. Engagement was deepened through tactical retargeting, nurturing interest through to booking intent. The January extension built further momentum, capitalising on peak travel planning season and surpassing all key performance indicators across awareness, engagement and conversion.

RESULTS

The Mālama Hawai‘i UK campaign delivered outstanding results across every stage of the customer journey. The core campaign (October–December) generated 5.2 million impressions, 138% above the original target of 3.75 million and reached 1.7 million users with an average frequency of 2.4. Video content saw strong engagement, with over 1.3 million views and an impressive completion rate of 68%, reflecting the high relevance and quality of the creative.

Click-through and interaction metrics also exceeded benchmarks. The campaign drove over 13,000 arrivals to the microsite during the core phase, with a click-through rate (CTR) of 0.31%, well above industry norms. The January extension added a further 2.1 million impressions, 953,000 in additional reach, and another 8,000 clicks, boosting overall CTR to 0.37% for the extension. Interaction with ad units remained exceptionally high, with 411,000 interactions recorded, equating to an interaction rate (ITR) of 9.6%, vastly outperforming the 0.66% goal.

These results demonstrate the campaign’s ability to inspire, engage and drive action among a valuable audience of responsible UK travellers.

Campaign Success Stats

  • 6.47M total impressions delivered (138% above original target)
  • 2.65M combined reach, across core and extension activity
  • 1.3M+ video views with an average completion rate of 68%
  • 21K+ total clicks/arrivals to the microsite and tour operator pages
  • 9.6% interaction rate, significantly exceeding the 0.66% goal