Hawaii Visitors and Convention Bureau: Successful Social Marketing for the Islands
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Hawaii Visitors and Convention Bureau: Successful Social Marketing for the Islands

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  • 1. Campaign inspires 70% of Hawaii Visitors and Convention Bureau Facebook fans to engage, while significantly boosting fan base. At A Glance Company: Hawaii Visitors and Convention Bureau Goal: Drive fan growth, engagement, and activity on the Official Hawaii Travel Facebook page (facebook.com/Hawaii). Solution: “Perfect Moments in Hawaii” Facebook Photo Contest built with Wildfire’s Promotions. Results: 70% of fans were active and engaged during the contest, a 25% jump over the monthly average, and the total fan base now stands at over one-quarter million. Most significantly, the high rate of fan engagement and momentum in fan growth have sustained in the Goal Results months following the promotion, and over 500 contestants wanted HVCB was looking to launch a robust Engagement jumped 25%, with 70% of to remain connected to Hawaii social-sharing initiative as part of their fans active and engaged throughout the by subscribing to HVCB’s monthly larger marketing strategy. The goal for contest. Fan base grew by 22% to 100,000, e-newsletter. this program was to inspire meaningful with roughly 12,400 new fans directly interaction among their target audience generated by the contest alone. This around Hawaii vacation experiences. HVCB growth was not a fleeting phenomenon looked primarily to boost activity on the either; fans have remained active and the number of new fans has continued to official Hawaii Travel Facebook Page while grow. Plus, over 500 contestants wanted 70% of our fans were engaged increasing their target market fan growth to further maintain their connection to (number of “likes”). and active during the promotion, Hawaii by subscribing to HVCB’s monthly a big jump from our average e-newsletter. Due to the program’s Solution active user base of 45%. success, HVCB has launched similar photo- With Wildfire’s White Label Promotion sharing contests in other markets as well — Jason Umino Builder, HVCB launched a “Perfect as a long-term nationwide campaign. As of Moments in Hawaii” Facebook Photo publication, Hawaii’s fan base now stands Contest targeting the Los Angeles market. at nearly one-quarter million. They promoted the contest on TV, in print, online, and during special live events Company Background throughout Los Angeles. As an added The Hawaii Visitors and Convention bonus, the photos of five contest finalists Bureau is a publicly supported, private Looking for a powerful, easy-to-use were featured on strategically placed corporation. Founded in 1945, their social marketing platform to grow, billboards throughout the city. The winner, marketing mission is to create sustainable,engage and monetize your audience? selected by Facebook fans, received a trip diversified, travel destination demand for Call us at 1-888-274-0929 x2 for two from Los Angeles to Hawaii. the Hawaiian Islands. 1600 Seaport Blvd., Suite 500, Redwood City, CA 94063 | 888.274.0929 | www.wildfireapp.com | facebook.com/wildfireinteractive | info@wildfire.com 06/12