The Island of Lana'i - Untouched

So, let's say you're Bill Gates and you're going on your honeymoon. Now, as the richest man in the country, you don't want to be hounded by everyone and his brother. And you'd really like to get away and spend some quality time alone with the little lady. So, where can you go?

Well, maybe you rent an entire island for two weeks. Which is exactly what he did. It's called Lana'i - one of the Hawaiian Islands. It's privately owned, with only two resorts, one paved road, one general store, one school, a police station (the jail is used to store crops), and no fast-food restaurants or shopping malls.

To say that it's a unique vacation experience is an understatement.

So how do you market a travel destination that offers only two exclusive resorts? You cater to visitors who want a very lush, unspoiled, uncrowded island. A place to get away, with amazing scenery from lush jungles to a barren area appropriately named Garden of the Gods. With beaches that are untouched, where you can walk all day and never see another soul. Two world class golf courses; one designed by Jack Nickalaus and the other by Robert Trent Jones. And hotels that rarely reach 40% capacity.

We needed to build the image of exclusivity for the island - that it is untouched, secluded and only appropriate for a select few. A few with money (lots of it). So we needed to appeal to the wealthy, for a vacation that is unique but amazingly easy to reach.

We built a campaign to run in affluent magazines like Travel & Leisure, Conde Nast Traveler, and Town & Country. We created messages that talk to certain people, not everybody, but those who have fast-paced lives and want an environment that is truly different and not accessible to everyone.

Travel to Lana'i grew steadily with increased occupancy to the two resorts averaging 80% year-around. (Actually, for two weeks Gates brought it up to 100%.)

Produced while at Ogilvy & Mather.