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Industry
Travel & Tourism
Challenge
To promote its direct flight route from Salt Lake City to Honolulu, Hawaiian Airlines partnered with Vistar Media on a dynamic digital out-of-home (DOOH) campaign that aligned messaging about current fares with real-time weather cues.
Results
The campaign achieved its goal of raising awareness and driving bookings, with with notable increases in awareness, consideration and purchase intent.
Key Product
Demand-Side Platform (DSP)
When winter strikes, Hawaii calls
When cold, stormy weather descended upon Salt Lake City, Hawaiian Airlines offered residents an enticing escape with its direct flights to Honolulu. To promote this flight route, the airline partnered with Vistar Media on a dynamic digital out-of-home (DOOH) campaign that aligned messaging about current fares with real-time weather cues, turning gloomy days into a compelling call to book a tropical getaway.
Driving airline bookings with DOOH
To raise awareness and drive bookings, Hawaiian Airlines activated its campaign in high-traffic venues throughout Salt Lake City. This approach ensured that the airline's messaging reached residents in their everyday environments, evoking thoughts of a warm escape during ski season.
Urban panels | Bars | Offices | Gyms | Taxis | Billboards | Apartments | Restaurants
-> The sunny solution for stormy weather
Hawaiian Airlines leveraged weather targeting to activate its ads in response to local weather conditions. For instance, when Salt Lake City experienced rain or stormy weather, the campaign would deploy DOOH media to position Hawaiian Airlines as the immediate solution for those seeking a getaway.
-> Ticket to paradise
Hawaiian Airlines leveraged dynamic creative to display real-time flight pricing through Vistar’s partnership with xCheck. By combining real-time weather triggers with current pricing, the campaign created a powerful "book now" impulse during peak moments of wanderlust.
-> Reaching to ready-to-travel audiences
To effectively capture the attention of potential travelers, Hawaiian Airlines leveraged proximity targeting to focus on areas close to the Salt Lake City Airport, ensuring their messaging was front and center for those considering their next trip.
By also targeting Acxiom’s “Leisure Traveler” segment, the campaign reached high-intent customers in lifestyle-oriented venues, capturing their attention when they were most receptive to the idea of a warm getaway.
Sky-high success
The DOOH campaign turned moments of bad weather into prime opportunities for escape, serving dynamic flight promotions that brought the dream of a Hawaiian getaway within reach. The success of these efforts are reflected in the results of the brand study, with notable increases in awareness, consideration and purchase intent.
- +2% lift in awareness
- +32% lift in consideration
- +16% lift in purchase intent
In addition, exposure to the campaign drove a 6% lift in Hawaiian Airlines being recognized as the best airlines for vacation. Impressively, nearly one in four consumers who saw the campaign now consider Hawaiian Airlines the best airline for vacation.