Hawaii, an island state of the U.S., in the Pacific Ocean, over 3.200 kilometres southwest of the United States mainland, the only state that is an archipelago, and the only state in the tropics, a very popular tourist destination known for its tropical climate, pristine beaches, highlighted by a rich cultural heritage and an incredible natural beauty launched a new campaign named “The People. The Place. The Hawaiian Islands.” to promote its unique wellness culture.
In partnership with famous brands like Headspace and Happier, and featuring across Calm’s content on Spotify, HTE, Hawaii Tourism Europe, the campaign is accurately designed to educate, engage and inspire travellers through mindfulness and storytelling with the aim to create a connection with the archipelago while promoting well - being.
The campaign features video and audio content that explores Hawaii culture and the stories behind the people of Hawaii’s four major islands such as Maui, Island of Hawaii, Kauai and Ohau with the purpose to establish a very deep tie between the visitor and the destination, launching inspiring messages to discover the local soul, identity and essence of these idyllic, exotic islands in the Pacific.
Hosted by Dora Kamau, a mindfulness and mental health expert, the podcast aligns with travellers’ increasing desire to prioritise destinations that offer more meaningful, restorative travel experiences discovering the authenticity and uniqueness of the Hawaii.
The podcast showcases Hawaii’s natural, traditional practices and cultural heritage and it aims to foster a connection with nature on hikes, meditating on the beach, engaging with communities in cultural workshops, or taking part in mālama - focused activities, such as beach clean – ups and native tree planting.
The campaign “The People. The Place. The Hawaiian Islands” is supported by a strategic tactical and social phase with key operators partners such as American Sky, Freedom Destinations, Kenwood Travel, Kuoni and Travelbag.
Account Director Europe, Hawaii’i Tourism Europe, Amy Waller said this campaign is about more than Hawaii as a destintion, it’s about creating a meaningful connection through its people and culture.
Travel agents are encouraged to listen to the video series and to access resources via the Travel Trade Portal on gohawaii.com to learn more about Hawaiian culture and also become a Destination Specialist.
HTE Hawaii is offering a free 60 - day trial of Happier where agents can take advantage of this resource to improve their own mental health.
Link - https://www.travelmole.com/news/hawaii-tourism-supporting-travel-partner-wellbeing/
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