HAWAII TOURISM

Role: Creative Director
Agency: Edelman

WORK FROM HAWAII

In 2018, tourism from New York to Hawaii was lagging. In fact, our research found that New Yorkers were taking fewer vacations overall, with less than 50 percent of them using up their available vacation time.

This unique travel campaign repositioned the islands as the perfect destination for remote work or a working vacation. We created six bespoke residences, one on each of Hawaii’s six islands, curated and designed specifically to entice New York’s top six professional industries. Then we advertised the residencies in places where workaholics frequent most: LinkedIn, WeTransfer, WeWork spaces and OOH ads directly on their commutes.

From the thousands of applications we received, we selected our ideal first residents and followed them to Hawaii to capture their transformative experience.