Consumer Research: Aloha Koloa AWS

Consumer Research: Aloha Koloa The client wanted to raise awareness about their Hawaiian resort on Kauai with Vancouverites. Using high traffic LRT locations they placed advertising on the walls and floors to promote the resort and its website. Consumers were invited to sign-up on their website for a chance to win an allinclusive trip to the resort. One of the installations showed a beautiful waterfall and asked riders and commuters to “picture yourself here”, and encouraged them to share on social media with #AlohaKoloa.

Media Agency: Koloa Landings Creative Agency: Muscle Marketing Year: 2017

Research Sample • • •

400 Adults 25-54 Plan to travel in the next 12 months or travelled in past 12 months Market: Vancouver

Main Message Key Feedback  Bigger challenge here for a mostly unknown brand. May have needed the full scale of the true ad to come across with full impact.

39% 39%

• of consumers loved the campaign

35% 35% Results Results

41%

88%

46%



• of the respondents stated that the message registered with them

• of the respondents stated that the brand registered with them

Consumer Comments on Main Message

“Book a warm vacation out of the cold” “Take a trip to Hawaii” “Come and vacation where it’s warm” “Come to the resort”

Source: BrandSpark Consumer Panel 2017

• strongly agree that the advertising increased their purchase intent