The Masters of Marketing Awards 2018


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Marketing Week


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

Type: Winner

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.


  • “The Masters of Marketing Awards are bold and courageous and really push the boundaries for the industry. They recognise truly innovative work and are an inspiration, with some of the best work available for all to see.”
    Karen Stacey

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