Best Travel Email Message Campaign

Refreshed email campaign invites visitors to see Hawai’i in a new way
WELCOMING TRAVELERS TO BE PART OF SOMETHING GREATER.

THE TARGET
The mindful traveler, aged 25-54 who looks forward to interacting with the culture, people and places they visit. These individuals seek a personal connection or one-to-one interaction with local residents and want to give back to the destinations they visit.

THE CHALLENGE
The client wanted us to redesign an existing one-touch Welcome that needed an update to reflect their branding. This project is a redesigned Welcome series project, in which we not only updated the look but also the messaging. Our aim was to capture the spirit and beauty of Hawai’i without disregarding the local culture and impact visitors have had on the islands. It’s important that the audience understands the need to preserve Hawai’i for the future while still enjoying all that the islands have to offer.

THE ANSWER
Moving from a single touch, this two-touch series let travelers know they would receive unique and valuable information to help plan their trip to Hawai’i. We led with more robust and consistent messaging than what was currently offered, that strived to ethically promote the indigenous culture of Hawai’i through more enriching travel experiences such as voluntourism.

To do this, we dug into how residents of Hawai‘i felt about tourism, added a local spin to the consumer experience and attached a strong aspirational angle to the content that was both experiential and educational.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Art Director:	Kieran Grant
Art Director:	Annabelle Smoot
Copywriter :	Aron Liebig
Senior Traffic Manager:	Amy Lee
Associate Director:	Kevin Boyle

ZETA GLOBAL

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.