Hawaii Visitors and Convention Bureau Lapsed Email Trigger

Hawaiʻi Visitors & Convention Bureau reinspires dream getaways with lapsed trigger campaign

THE TARGET

Unengaged people who had visited the Hawai‘i Visitors and Convention Bureau website at some point in the last two years with no activity since.

THE CHALLENGE

How can HVCB rekindle engagement for someone who hasn’t been active for upward of two years? How can we illustrate HVCB’s improved content design that allows users to set their own preferences? How can we promote the newly created HVCB app? And how do we communicate all that so, even with continually evolving COVID-19 guidelines, someone is inspired to visit the Islands?

THE ANSWER

A vibrant, eye-catching template coupled with personable copy. Animated elements to balance best practices for information and length. All built around a module directing openers to the app to reinspire their dream getaway.

THE WORK

Using historical data and best practices, we developed a strategy to entice people to visit the Islands. Our copy approach was welcoming and sincere, employing first-name personalization to connect the message to the opener. We designed a stunning animated GIF to illustrate how much Hawai‘i has to offer to avoid elongating the email. With openers enticed, the email was designed to then flow wonderfully into a clear, actionable app module.

THE RESULTS

The awesomeness of the Islands is attractive to everyone, but we like to think we had a hand in this campaign’s success. Thanks to our creative decisions, this HVCB communication enjoyed a robust 6.15% Click Through to Open Rate and 10.98% Open Rate. Additionally, of those who engaged, an impressive 31.89% opened the welcome email that followed, which drove a 33.33% CTOR. For a group that hasn’t engaged with HVCB in years, such results were as brilliant as a Hawaiian sunrise.