In an effort to inspire, educate, and develop awareness of Hawai’i – as well as the unforgettable opportunities it offers the travel trade and consumer media – VoX’s primary goal was to increase Canadian visitors to Hawai’i. As an element of accomplishing this, VoX created Hawai’i Week with ET Canada (Entertainment Tonight), which aired throughout September 2017. The host and production crew travelled to four islands, experiencing everything from culture, culinary, luxury accommodations, and the unbelievable outdoor activities each island offers.

Through a week of robust national broadcast coverage, the five-part travel series profiled some of the most exciting things to see and do across the islands. Each story included show stand-ups with talent at the most iconic locations on the islands. In addition, VoX customized five 5-minute segments featuring travel highlights from across Hawai’i, as well as an online contest to increase market engagement. Negotiating a highly successful partnership with WestJet, we were able to provide airfare for the crew and contest winners, accommodation with a number of hotel partners, as well as working alongside local restaurants and attractions to be featured in the programming. 

VoX was responsible for all aspects of the campaign including, strategy development, negotiation, creative development, budgeting, result measurement & reporting.

We estimate overall reach for the project would exceed 7 million, meaning almost 1/3rd of adults in English Canada were exposed to some portion of ET Canada’s “Hawai’i Week” promotion.