Targeting Travel Agents to Boost Visitation

The Journey

The Hawaiian Islands are a mature destination in a highly competitive set of tropical locales. With the “Let Hawaii Happen” consumer campaign already in market, the VCB wanted to attack visitation from another angle by targeting travel agents with a complementary campaign driving them to participate in their all-new Official Destination Specialist Program.

the results

+ 160 %

avg monthly registrants

+ 4.1 %

visitation

+ 3.5 %

total visitor days

The Destination

Dana created the “Let Hawaii Happen…and Opportunity Unfolds” campaign to hit travel agents right where it counts — increased business through the client referrals and repeat sales that are destination specialist perks. This integrated marketing campaign was deployed through a Dana-designed travel trade co-op marketing program which increased media purchasing power by a whopping 800%.