Hawaii had a perception problem. To New Yorkers, Hawaii was far, expensive and super outdated. It was the kind of place midwestern families went on vacations in the 1980's.
Tasked with changing these perceptions in New York's elite social influencer set, we set out to build the most immersive and authentic Hawaii experience.
From the ground up this was not your usual tourism event. We started with a new logo to bridge Hawaiian and New York culture. From there we found the most innovative chefs, mixologists, and cultural ambassadors. We invited media and influencers to experience the Aloha spirit from these people in an immersive event featuring hundreds of native Hawaiian plants and interactive experiences.
ACD: Samantha Wilco | AD/Designer: Stephanie Gerbino | ECD: Leo Leone
New Yorkers had an outdated (and quite frankly stereotyped) view of Hawaii. To prove to these elite travel enthusiasts that Hawaii was the pinnacle of culture, we brought it all to them in an immersive and highly exclusive taste of the islands- right in the heart of SOHO.
