Six islands.

Six NY brands.

Six chances to go.

This was truly an integrated campaign. And in true Edeman fashion, we launched with an earned creative stunt in partnership with the MTA that turned a lucky New Yorker’s ticket to the city into a ticket to Hawaii. We flooded the subways with Hawaii branded MetroCards, straight from the machines, in a first-of-its-kind activation for MTA using a MetroCard serial number for entry in a giveaway.

All roads led to a custom-designed mobile website, Hawaii.NYC, where our brand-curated trip itineraries lived. Each month, we unlocked new itinerary (and a new giveaway) on the site, highlighting one island story at a time. (FWA Site of the Day + Awwwards Site of the Day)

HIxNY was driven by a unique paid media strategy, hyper-targeted to our audience’s interests and where they’re spending time (online and off).

The campaign hit 3.4B impressions, 4.4 MM video views and was covered by Travel & Leisure, AFAR, Thrillist, Travel Pulse and The Points Guy, along with regional broadcast coverage on Good Day NY, NY1 & Fox. I also flew to NYC as a spokesperson for a broadcast interview.