Discover Your Aloha
Award category: User-led Design and Experience
Entering agency: Expedia Media Solutions
Name of brand: The Hawai'i Tourism Authority
Project name: Discover Your Aloha
Judges' comments: This is fantastically experimental.
Description: As part of its overarching goal to sustain its growth in the competitive tourism market, the Hawai'i Tourism Authority is targeting millennials through the innovative use of facial recognition technology. A custom-built facial recognition software experience on its ‘Discover Your Aloha’ microsite identifies the personal preferences of each viewer and gives customised travel recommendations. Results have been impressive, with 32% of users clicking on the ‘book now’ feature of the microsite. The campaign has produced a remarkable 129:1 return on ad spend.
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