Connecting to a Global Family at the Polynesian Cultural Center
‘Ohana is the word that best describes Boncom’s work with the Polynesian Cultural Center in Oahu, Hawaii. In the Hawaiian language, ‘ohana means family. The whole human family.
Boncom created an integrated campaign to tell the Polynesian Cultural Center's story of the diversity of the Pacific Island cultures in a way that has never been done before.
This immersive, 42-acre Polynesian theme park is relatively unknown and has struggled to attract visitors – especially among parents and families who want a more authentic family experience.
Through integrated marketing campaigns that includes an anthem video, digital, social, out of home, TV and video advertising, Boncom has been able to tell the center’s story of the diversity of the Pacific Island cultures in a way that has never been done before.
This work has also included a rebrand and re-build of the Polynesia.com website, starting with an SEO audit resulting in implementable recommendations.
Annual attendance has increased in each of the three years we've worked with the Polynesian Cultural Center, and their audience has expanded to include a younger (families with kids) and more diverse audience.
