Best Travel Email Message

#LETHAWAIIHAPPEN

THE TARGET
The “Avid Explorer”— Millennials 24-35 who will be first time travelers to Hawaii. They fit the profile of the Hawaii traveler, but for various reasons have not been compelled to visit. They love telling their story online and in real time. They are curators of their own brand image. The Avid Explorer has a desire to be indulgent, minimalist or both. Constantly seeking a balance of activity and serenity, they are open to risk and okay with stretching outside of their comfort zone on vacation. They want to know what it’s like to be like a local, even if they aren’t local themselves; they want to and are open to trying on the local lifestyle.

THE CHALLENGE
To share Hawaii’s authentic culture by redesigning their main newsletter—IOAX (Island of Aloha Express). We wanted the new look and feel to not only correspond with the new website, but also be more engaging and bring to life the rich, authentic cultural experience of Hawaii for the “Avid Explorer” and first time visitors to Hawaii.  At the same time, we wanted the newsletter to reach an audience that has already visited Hawaii—perhaps several times—so it must be relevant to them as well.

THE ANSWER
Shift the target audience’s current perceptions of Hawaii from a singular iconic “beach vacation.”  Have them understand that Hawaii is comprised of six unique islands with unique experiences and has an active, living, authentic, and accessible culture that continues to shape contemporary Hawaii. We wanted to show depth beyond what they know, so they will rank Hawaii higher in their travel options. Main idea: There’s more to the Hawaiian Islands than you think.

THE WORK
The current newsletter wasn’t optimized for mobile and the copy was far too lengthy. So visually, we sought to align with their newly designed website, and create responsive, mobile friendly content sections. We opted to tease the feature articles but link to the blog rather than clutter the email with the full article content. To highlight each island individually, we created a clickable map of the six islands that linked to a landing page for each individual island. We sought to lure potential visitors with Hawaii’s natural beauty by also creating a hero wallpaper section featuring gorgeous photos that could be updated each month.

Contributors:

Vice President of Creative:	Suzanne Darmory
Global Creative Director:	Christine Cucuzza
Group Creative DIrector:	Kris Geist
Art Director:	Justin Hale
Senior Copywriter:	Emily Preston

ZETA

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.