We took Hawaii beyond cliché.

In travel speak, Hawaii was considered a mature destination. Avid travelers perceived the islands as too familiar and not exotic enough. And with all the exposure on TV and in the movies, they believed there was nothing new to see. We needed to show these avid travelers there’s far more to Hawaii than the typical tourist attractions.

As a travel destination, Hawaii is filled with iconic locations. But when you wander off the suggested route, it’s the moments that happen along the way that are the most memorable. These are the local moments. The authentic moments. The serendipitous moments you can’t predict and are impossible to plan.

Knowing that travelers wanted more exotic, authentic experiences, we launched an integrated campaign that encouraged them to depart from the well-trodden clichés and actively seek out new experiences they could call their own—whether it be a hidden waterfall, a local discovery or a once-in-a lifetime cultural experience. In our most recent campaign, we followed travelers on Kauai, Oahu, Maui and Hawaii on every moment of their transformative trip—literally.

Jay Talwar, Chief Marketing Officer, Hawaii Visitors and Convention Bureau

Letting Hawaii Happen can be as unexpected as a beachside wedding, a perfectly-timed media buy, or a day with a new local friend.