“‘Ohana” goes way beyond only parents and children. It includes everyone from grandparents to cousins, neighbors to friends, communities to entire cultures. Ultimately, ‘ohana includes everyone in the human race.
Through integrated marketing campaigns that include digital, social, out-of-home, TV, and video advertising, we have been able to tell the center’s story of the diversity of the Pacific Island cultures in a way that has never been done before. This work included a rebrand and re-build of the Polynesia.com website, starting with an SEO audit that resulted in implementable recommendations. Boncom was also tasked with creating a new anthem video so the center could better tell the inspiring story of its history, culture, and traditions.
Having refreshed the brand, built the new website, and launched the “Voyage Deeper” campaign, we then created highly targeted campaigns for four micro-audiences that were identified by our research and strategy teams.
Separate messaging, campaigns, landing pages, and digital marketing funnels were developed for “The Foodie,” “The Return Visitor,” “Family with Kids,” and “The Millennial Adventurer” micro-audiences.
As a result, annual attendance has increased in each of the three years we’ve had the account. This work has expanded the center's attendance, bolstering new audience segments, and helping the center reach a critical younger audience that they historically had trouble attracting.