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Home / Case Studies / Mindful Brand Partnership Campaign – Hawaiʻi Tourism Europe
Hawai‘i is one of the world’s most recognized travel destinations, long celebrated for its beaches, natural beauty, and warm aloha spirit. Yet awareness of the islands’ cultural depth and commitment to regenerative tourism remained limited among European audiences. At the same time, travellers in Germany and Switzerland were showing a growing appetite for authenticity, wellness, and purpose-driven experiences that go beyond traditional holiday expectations. This created the need to reposition Hawai‘i not only as a dream destination, but as a place where culture, values, and respect for the land and its people are central to the travel experience.
Client:
Hawai‘i Tourism Authority
Market:
Germany & Switzerland
Services:
Marketing Strategy, Digital Marketing, Brand Partnerships, Trade Co-Op Integration, Performance Measurement
To evolve beyond its established sun-and-surf image, Hawai‘i needed to attract mindful, high-value travellers by expanding relevance beyond traditional long-haul leisure audiences. This required precision targeting with enriched programmatic data and the extension of reach into new affinity groups such as wellness seekers, culturally curious explorers, and younger purpose-driven visitors who value authentic and regenerative travel. At the same time, messaging had to reflect the values of aloha, mālama, hoʻokipa, and kuleana, while building destination awareness for both the Hawaiian Islands brand and the distinct identities of Kauaʻi, Oʻahu, Maui, and Hawaiʻi Island. The challenge also lay in balancing these responsibilities with the need to inspire and educate new audiences through authentic storytelling, and to create a clear pathway to conversion via trusted tour operator partners able to turn interest into bookings.
New Age Marketing, together with media agency Story9, implemented a full-funnel brand and performance campaign across Germany and Switzerland for Hawai‘i Tourism Europe, aligned with the global platform “The People. The Place. The Hawaiian Islands.”. In the inspiration phase, mobile-first storytelling across video, display, and audio highlighted Hawai‘i’s people, culture, and natural diversity. Integrated brand partnerships included a podcast series with Headspace, a social campaign with Happier, and targeted audio ads with Calm, connecting directly with mindfulness-focused audiences. Users were guided to a dedicated microsite with inspirational itineraries to move from inspiration to intent. In the tactical conversion phase, retargeted audiences were directed to curated offers from CANUSA Touristik in Germany and Knecht Reisen in Switzerland. Both operators amplified the campaign through contra marketing and database activation, helping to turn inspiration into real travel enquiries and bookings. Messaging throughout emphasized cultural respect and sustainability, ensuring Hawai‘i was positioned as both aspirational and accessible while remaining consistent with the global brand platform ‘The People. The Place. The Hawaiian Islands.”.