Print Adversting Campaign - Hawaii Convention Center
Hawai‘i Convention Center
Brand Design
Communications Strategy
Art Direction

Business Branding - Busting Misperceptions Head on

Truth in advertising is no joke. Instead of running away from Hawaii’s image as “the prefect play place”, we leveraged Hawaii’s reputation as an industry leader as an example of our business savvy and excellent resources. and secured the Convention Center as a relevant, viable and desireable place to do serious work and yield solid outcomes.

How to overcome a worldwide reputation as a play-place and perceptions of business boondoogle?

Hawai‘i is a dream vacation destination for people around the world. Yet, for organizations and companies looking to do serious business, there were serious concerns that no one would work at a Hawaii-based meeting or convention. 

SOLUTION: Embrace your strengths and turn it around.

This smart and strategic ad campaign broke barriers and launched the center into a slew of increased sales and numerous awards.

Rather than try to combat or override a well earned century-long reputation as a leading tourist destination we embraced Hawaii’s reputation and leveraged its strengths in a whole new way.

Business publications are full of slick images and serious people in suits. Powerful Hawai‘i images and rich strong colors stand out in business publications to grab and hold readers’ attention. Each image and message tied to Hawaii’s a strength as a tourist destination and made relevant to business.

Think outside the box.

Although the assignment was for a printed piece, we added a 3-d component by recommending and creating a DVD be attached to the ad. The DVD provides a host of resources and data to showcase all the benefits of Hawaii for business, and had the added benefit of acting like a natural book marker that readers couldn’t ignore.

This ad dares CEOs and innovative companies to consider Hawai‘i for their next meeting.

Yes, Hawai‘i isn’t your usual business destination, that’s exactly why you should be here. This ads text includes facts about attendee productivity and how Hawaii serves as an incentive that boosts morale as well as increase creativity and productivity.

Be consistent.

Collateral materials and informational brochures continued to drive home the message of Hawaii’s unique benefits and relevance in business.