NYC Metro+ Hawaii tourism

Role: Creative Director
Agency: Edelman

SUBWAY TICKET TO OAHU

How do you get New Yorkers to think about going to Hawaii? You put a free ticket in their pocket.

We partnered with NYC MetroCard and turned the subway cards into lottery tickets. Every MetroCard throughout the city would have a number on it and drawings were held to send winners directly to Hawaii. We reintroduced Hawai‘i to NYC through partnerships with six leading tastemaker brands, The Governors Ball, Barry’s Bootcamp, Best Made Co., The Infatuation, Saturdays NYC and Four Seasons, to curate vacation experiences as unique as the islands themselves. In its launch week alone, HIxNY hit 3.2B impressions (including paid and organic social). The campaign was featured in Travel & Leisure, AFAR, Thrillist, Travel Pulse and The Points Guy, along with regional broadcast coverage on Good Day NY, NY1, Fox and more