outlets of maui
advertising | ANALYTICS
Outlets of Maui, an oceanfront outlet mall in the historic Lahaina district of Maui, offered shopping, dining, and entertainment to visitors in Maui. The unique, isolated geography of Hawaii and lack of drive market for the center required a different approach to retail advertising.
TASK
Develop a comprehensive but targeted advertising plan to reach relevant audiences in Hawaii, promoting the Outlets of Maui as a visitor destination for shopping, dining, and entertainment.
ACTION
A comprehensive media plan including print, social media ads, display ads, search ads, digital and traditional OOH, onboard cruise media, and video was created using input from the client and previous campaign performance data.
Digital + Social Media Ads: Shopper data from various sources including web traffic, email, social media, digital ads, and location analytics was used to develop audiences for digital targeting. Multiple copy and creative sets were created for multivariate testing, so spend could be optimized towards the best-performing ads. Offline attribution was tied to the digital ads, tracking how many shoppers visited Outlets of Maui after seeing an ad.
Print Ads: Print ads were developed for placements in concierge/tourism publications and onboard cruise ship magazines.
Search Ads: Search ads were developed using website data, targeting users based on intent to visit Maui.
Digital and Traditional OOH: Reaching visitors as soon as they land on Maui is important, so traditional OOH ad placements were used all throughout Kahului Airport. Print banners and posters were featured throughout Kahului Airport, and short video highlighting the key brands at Outlets of Maui played over the baggage claim carousel and other airport monitors. Additionally, the Outlets of Maui shuttle bus was wrapped in a vinyl design using the new branding.
Video Ads: Video ads featuring Outlets of Maui retailers and restaurants were featured in the airport advertising, in-room cruise ship televisions, the Outlets of Maui shuttle bus televisions, and more.
RESULTS
As a result of the new advertising:
Offline attribution showed an additional 9,737 shoppers visited the center in Q4 2019 as a result of the digital ads alone, at a cost of $3.63 per shopper, a small fraction of what the average shopper spends per visit.
Airport ads alone reached nearly 6 million travelers per year, and cruise media reached over 200,000 travelers.
Digital ads also provided important brand affinity information for the typical Outlets of Maui shopper, informing future leasing and marketing efforts.
