![]() eHarmony brought me in to re-energize their brand. But over time they were rapidly losing market share to increased competition from brands like who were expressing themselves with more contemporary voices. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.ĮHarmony had been the leader in their category since their launch in 2000, laying claim to 236 marriages a day and 2% of marriages in the United States. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. Especially when they can get that right in their own backyard at Disneyland. ![]() But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. ![]()
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