AULANI VILLAS
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
AULANI VILLAS
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
eHARMONY
eHarmony had been the leader in their category since their launch in 2000, laying claim to 236 marriages a day and 2% of marriages in the United States. But over time they were rapidly losing market share to increased competition from brands like Match.com who were expressing themselves with more contemporary voices. eHarmony brought me in to re-energize their brand. I proposed they walk away from advertising their science and matching algorithm, often pitched by their founder. It felt to me that as a company responsible for 2% of marriages in the U.S. they should take ownership of something far more compelling: love. They should plant a flag in the ground and own love. I wrote the campaign line “Love Begins Here” and we built the campaign with real eHarmony spouses and couples, and singles looking for relationships. We shot with Academy Award winner Errol Morris and worked to get to the truth of dating, relationships, marriage and the life altering impact eHarmony had on many of their lives.
eHARMONY
eHarmony had been the leader in their category since their launch in 2000, laying claim to 236 marriages a day and 2% of marriages in the United States. But over time they were rapidly losing market share to increased competition from brands like Match.com who were expressing themselves with more contemporary voices. eHarmony brought me in to re-energize their brand. I proposed they walk away from advertising their science and matching algorithm, often pitched by their founder. It felt to me that as a company responsible for 2% of marriages in the U.S. they should take ownership of something far more compelling: love. They should plant a flag in the ground and own love. I wrote the campaign line “Love Begins Here” and we built the campaign with real eHarmony spouses and couples, and singles looking for relationships. We shot with Academy Award winner Errol Morris and worked to get to the truth of dating, relationships, marriage and the life altering impact eHarmony had on many of their lives.
AULANI, A DISNEY RESORT & SPA
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
