With the weather starting to heat up and summer crowds not yet swarming the beaches, May is the perfect time to travel. And in Hawaii, May brings a celebration of its own: Lei Day. The annual holiday is marked on May 1 with each island celebrating the aloha spirit with different types of leis and festivities.
To capitalize on the popular Lei Day holiday and vacation-ready mindset, Hawaiian Airlines launched an interactive marketing sweepstakes running throughout May. The “Lei Day Getaway” drives brand awareness and consumer participation by offering entrants a chance to win 140,000 miles – enough for a trip for two to Hawaii on Hawaiian Airlines.
Marketing Campaign Objectives
- Capture rich audience data
- Increase booking conversions with special deal incentives
- Build brand awareness by emphasizing authentic Hawaiian hospitality
- Build and retain Facebook audience
Marketing Sweepstakes Solution
Promoted across multiple channels, the Lei Day Getaway sweepstakes campaign has been published to an interactive microsite created on the Wayin platform, giving visitors one simple form route to entry.
High flyers can scroll through a visually stunning campaign page to learn more about the special Lei Day, which includes five little-known lei facts such as how a lei can be worn and what they can be made from. Once users have all the facts, they can enter the sweepstakes and fill in some very simple data, which the brand can repurpose for future marketing activities.
Upon entry, Hawaiian Airlines also features multiple calls-to-action on the thank-you page, encouraging entrants to plan and book their next escape to Hawaii with links to relevant pages on their website.
To help the brand build and retain its Facebook audience, fans are encouraged to share the campaign and like the Hawaiian Airlines Facebook page to be kept up-to-date with their latest campaigns and offers.
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