Milici Valenti Works to Evoke Hawaii’s Aura

Trying to exude an experience rather than merely a place, the Hawaii Visitors & Convention Bureau will test six TV spots that will be part of a $25 million integrated North American marketing effort next year with the tagline, “The islands of Aloha.”
The ads, from Milici Valenti Ng Pack Advertising, Honolulu, build on the sensuality and emotion the island conjures beyond the basic sun and surf found in every warm weather destination campaign. Each spot will have particular appeal to one of six consumer groups marketers have deemed can reap a significant life experience from a Hawaii visit, said convention bureau vice president David Preece, a former Gerber, M&M/Mars and Ogilvy & Mather veteran.
Milici Valenti landed ad duties for the bureau following a review last fall [Adweek, Nov. 29]. This is the agency’s first effort.
The six targets are: culture and history fans; cuisine, entertainment and shopping enthusiasts; people seeking relaxation and rejuvenation; outdoor sports/adventure types; and two life-stage targets–honeymooners and family travelers.
The spots are general enough to show off the destination and reach viewers beyond the specific targets. The ads will be shown to focus groups in Philadelphia and San Francisco, and fine-tuned if necessary.
Geography will be a factor, with ads east of the Rockies tapping into the romantic notion that there is only one Hawaii. West Coast consumers who have been there or know those who have will be told Hawaii offers “new discoveries,” said Preece.
Spots will air on network and interest-specific cable channels, such as the Discovery Channel and the Food Network. They will break in cold-weather markets such as Detroit, Chicago, New York and Boston next winter, swinging to Charlotte, N.C., Atlanta and Dallas in the spring and then Los Angeles, San Diego and Seattle in the summer and fall.