“We’re In Love”
Target audience: Chinese Couples and Millennials
17Million Total Online Views
90Minute TV Program
34Million Comments And Searches On Baidu.com
1.85%TV Viewership Ratings
In the Mood for Romance
Tying the knot? Look no further than The Hawaiian Islands – and immerse into the culture of the islands to experience The Spirit of Aloha with your significant other.
Our task was to woo young Chinese couples to make The Hawaiian Islands their preferred holiday destination. We teamed up with Jiangsu TV to bring the popular Chinese reality show ‘We Are In Love’ to Hawai’i. Showcasing the resplendent beauty and nature of the six Hawaiian Islands along with celebrity couples’ Shawn Yue and Zhou Dongyu, the 45-minute reality television program aired in May 2016 to an overwhelming response, garnering 33.9 million searches on Baidu.com.
Dream Romance, Dream Hawai’i
To attract millennial couples to make The Hawaiian Islands their dream wedding destination, it was introduced as a romantic place perfect for a marriage proposal, wedding ceremony and / or honeymoon.
A Reality Show Like No Other
Collaborating with Jiangsu TV, we brought celebrity couples Shawn Yue and Zhou Dongyu to The Hawaiian Islands to film two episodes. Each episode of ‘We Are In Love’ was slated to run for 45 minutes. We created an itinerary that is ideal for couples, featuring couple-centric activities like parasailing, yoga and hula dancing, and brought viewers to intimate Hawaiian attractions like Makapu’u Point Lighthouse and Kualoa Ranch.
In addition to that, the celebrity couple actively promoted the destination on a variety of social media platforms, including Weibo, WeChat and trending video sites – Tudou.com, Sohu.com and iqiyi.com – that attracted more than 6 million daily visits. This helped to increase overall viewership, thus reaching out to a wider audience.
Social media users were also able to interact with the celebrity couple via Jiangsu TV’s official Weibo channel and win unique prizes, including Aloha amenities bags, Hawaiian Kona coffee and Macadamia chocolates.
By tapping on the influence of celebrities to promote the destination domestically, we were able to attract Chinese couples who can afford premium vacations to make The Hawaiian Islands their desired dream wedding and / or honeymoon destination.
Couples, what are you waiting for?