Hawaii disaster relief co-op campaign

29%+

YoY room nights on Black Friday

7%+

YoY room nights on Cyber Monday

18%+

YoY room nights over promotion period

Overview

In 2018, the Hawaiian Islands experienced a series of natural disasters, including earthquakes, volcanic eruptions, tropical storms, and hurricanes. This led to In a dramatic decrease in travel demand for the destination, as seen in a 29% decrease in room nights for the island of Hawaii.

Through the integrated use of compelling offers, co-op display advertising, TravelAds Sponsored Listings, and a 2:1 disaster relief match, brands like Outrigger, Hyatt, and Marriott were able to recover and secure room night growth during a this challenging time for the Hawaiian Islands.

The Opportunity

Following a series of natural disasters and a subsequent decline in visitors, the islands of Hawaii wanted to showcase their destinations to travelers and restore tourism. They knew that by featuring compelling offers in the right place at the right time through a series of digital marketing solutions, they could recapture the attention of potential visitors and help secure an increase in demand.

The Solution

With our help, we were able to coordination a co-op campaign with various brands, including Hyatt, Marriott, and Outrigger. By combining funds and utilizing compelling offers, the campaign featured co-op display advertising, TravelAds, and a 2:1 disaster relief match. Co-op participants saw room night growth during a year that was filled with natural disasters.

Display advertisements included two destination spotlight sponsorships on Orbitz and Travelocity, respectively, four dedicated emails from Expedia and Travelocity during prime shopping days that included Black Friday and Cyber Monday, social media placements on Facebook and Instagram, and standard display ads across multiple Expedia Group brands.

The Results

With the combined efforts of two consecutive co-op campaigns, the participating brands were able to secure 29% year-over-year room night growth on Black Friday, 7% year-over-year room night growth on Cyber Monday, and 18% year-over-year room night growth during the Black Friday and Cyber Monday promotion period.