Target audience: Chinese Couples and Millennials

In the Mood for Romance

Tying the knot? Look no further than The Hawaiian Islands – and immerse yourselves into its culture 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 on May 2016 with 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 proposals, wedding ceremonies and honeymoons.

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 was 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, 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, 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 into 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 honeymoon destination.

Couples, what are you waiting for?