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.