Four live-on-location television segments produced for Travel Oregon & Hawaiian Airlines.
Canuckiwi, on behalf of Travel Oregon, partnered with Hawaiian Airlines to target key travel decision makers of “The Cafe” morning show to produce 4 live-on-location television segments. Not only were “The Cafe” audience demographics aligned with that of the Oregon target visitor market(Avg. household income 150K plus, average age 55, female skewed), they also have the largest audience viewership in New Zealand. TV Personality and Travel Host Debbie Griffiths was also a personality that resonated with Oregon’s outdoor adventure and incredible food and wine offering. The content showcased authentic Portland experiences paired with opportunities beyond the gateways to satisfy Travel Oregon’s regional dispersal objective. The Cafe is NZ’s #1 daily lifestyle and entertainment TV show. The Café has 250,000 weekly viewers with a 12.2% share of household shoppers.
Travel Oregon Results:
Total viewership: 222 698
Total contest entrants opt-ins to consumer database: 3,996
Earned media value: USD$123,500
Hawaiian Airlines additional media investment focusing on Oregon: USD$35,000
Production Principles:
Focus on unique selling points of Oregon makers, food and wine, outdoor adventure, road trip.
Use of key New Zealand travel personality.
Sense of place and unique destination features in every shot.
Showcase inter-activity with locals as key selling point.
Integration call to action partners: Intrepid & Hawaiian Airlines
