Case Study: Hawaii Visitors & Convention Bureau boosts travel intent with MVNP

Hawaii Visitors & Convention Bureau nearly doubles visit likelihood to 43% with MVNP

The Hawaii Visitors & Convention Bureau faced the challenge of softening travel demand and a need to shift its marketing approach following the tragic Maui fires. The agency MVNP was tasked with creating a new campaign to welcome mindful visitors back to the Hawaiian Islands in a sensitive and effective manner.

MVNP developed a video campaign titled "The People. The Place. The Hawaiian Islands." that served as a love letter to Hawaiʻi, focusing on the unique spirit of its people and more accessible activities. The solution significantly boosted travel intent, with the likelihood to visit nearly doubling from 23% to 43% among those aware of the campaign. MVNP's work also achieved strong awareness, reaching 49% of targeted consumers, and performed in the top 10% of all destination marketing campaigns.

Hawaii Visitors & Convention Bureau