PROJECT OVERVIEW
To unveil The Westin Maui's newest tower, Hokupa‘a, we pivoted during the pandemic and brought the grand opening party online. Through an integrated Instagram launch, we narrated the story of Hokupa‘a, the north star, mirroring nature's journey from sunrise to sunset.
The narrative invited guests to let their inner starlight shine, reflecting like dewdrops on pili grass in the rising sun. Attaining peak well-being allows this light to radiate, benefiting not just the individuals but also those around them.
ROLE
Social Strategy
Content Creation (Photo, Video)
Community Management
Influencer Relations
▲ 2021 AAF PELE GOLD AWARD
Online/Interactive, Social Media Campaign
SOCIAL STRATEGY + CONTENT CREATION
We launched by introducing our brand pillars—land, sky, and water—along with the concept of pā‘upili rain, emphasizing their connection to the inner light. Each pillar featured an infinite video loop with ASMR, mirroring the elevated and immersive experience in Hōkūpa‘a.
Beginning with 'āina (land), transitioning to kai (water), and concluding with lani (sky), we highlighted Hōkūpa‘a's unique connection to Lahaina through pā‘upili rain. This rain, clinging to pili grass, mirrors starlight, akin to Hōkūpa‘a shining regardless of location. Our grid mirrored nature's journey of light from sunrise to sunset.
INFLUENCER RELATIONS
Our feed posts teased the stories, delving into the profound meaning of inner light. Through an influencer-led strategy, users focused on and learned about their connection to light and the elements, fostering a greater sense of well-being.
