Turtle Bay Resort. This hallowed resort needed a campaign that not only appealed to hardcore surfers (who often have less disposable income) but also to a more adventure-seeking audience. The only resort of its kind on the North Shore of Oahu, Turtle Bay refocused their positioning with the intention of increasing and broadening their market reach to an audience that craves and values eco- and culturally-relevant travel. Our “North Shore is The Life” campaign worked on multiple levels to both leverage the pillars of the quintessential Hawaiian North Shore culture and echo the lifestyle inherent in its people. By developing a visual and graphic language that merged the textures and deep history of the island with the leisure aspects of a world-class resort, we were able to create a campaign with the elements necessary to attract a wide variety of audiences.
Additionally, we used the data capabilities of Quantcast to create “like” profiles, or “lookalikes,” based on the search habits of existing Turtle Bay Resort website visitors. This not only multiplied our public from 40,000 to 4 million, but also resulted in major booking revenue from banner ads we created.