Playground for the Affluent
Target audience: High Net Worth Chinese
5.7Million PR Value (USD)
65Pages of Feature Story
350Million Online Views
800Thousand Copies Printed
Life A Cut Above
With plenty of exciting things to see and do, the Hawaiian Islands is a treasure trove of activities! From humpback whale watching in Maui and sightseeing at Haleakalā to helicopter tours around active volcano sites and parasailing, there is never a dull moment.
As the Hawai‘i Tourism Representative in China, our task was to inspire people to visit the destination and check out the multitude of attractions each of the six islands had to offer. Together with Sanlian Lifeweek, one of China’s most prestigious publications (aka Architecture Digest) for high-net worth individuals.
Our aim was to promote the destination to China’s luxury travelers through extensive editorial coverage and encourage them to make the Hawaiian Islands their preferred weekend or holiday getaway!
Playground For The Affluent
To entice high-spending travelers to visit Hawai‘i, we organized a media FAM that included visits to upscale diners, luxury accommodations and farm-to-table organic restaurants. A 12-day itinerary was developed to take the editors, photographers and videographers of Sanlian Lifeweek magazine on a sensory trip around the Island of Hawai‘i and O’ahu.
Led by a local guide, the FAM indulged in a gastronomic adventure of Hawai‘i’s unique restaurants and visited the Hilton Hawaiian Village, Four Seasons Resort O‘ahu at Ko Olina, Kona Coffee Living History Farm, Hawaiian Vanilla Company, Mauna Loa Macadamia Nut Corporation and the Polynesian Cultural Center.
To whet readers’ appetite for Hawai’i travel, the magazine editors conducted face-to-face interviews with two famous chefs – Chef Alan Wong and Andrew Le – both whose diners serve nicely-plated cuisine that is fit for a king.
The initiative successfully garnered 65 pages worth of editorial coverage, generating an earned PR value of 5.65M USD. A total of 800,000 printed copies were distributed nationwide. In addition, Sanlian conducted live broadcast on popular video-streaming websites Yizhibo and Tencent Video that generated a total of 350M views.