The Hawai‘i Tourism Authority & Expedia Media Solutions Use Custom-Built Facial Recognition Software to Create Personalized...
September 26 2016 - 10:00AM
Business Wire
“Discover Your Aloha” Campaign Measures Facial
Responses to Drone-Captured Video Footage and Inspires Travelers to
Visit Hawai‘i
Expedia® Media Solutions, the advertising sales division of
Expedia, Inc., and The Hawai‘i Tourism Authority (The HTA), tourism
agency for the State of Hawai‘i, today announced the launch of a
new global marketing campaign, ‘Discover Your Aloha,’ to promote
travel to the Hawaiian Islands through a custom solution featuring
facial recognition technology. The first time that Expedia Media
Solutions has integrated facial recognition software into a partner
marketing campaign, the technology measures viewers’ reactions as
they engage with the video content showcasing the beauty and unique
cultural elements of the Hawaiian Islands.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160926005355/en/
“Discover Your Aloha” Campaign Measures
Facial Responses to Drone-Captured Video Footage and Inspires
Travelers to Visit Hawai‘i. (Photo: Business Wire)
On the ‘Discover Your Aloha’ microsite, users are exposed to
video content featuring drone footage, that represent a guide of
spiritual significance to Hawaiian culture, including ‘Iwa (Bird):
Hawai‘i’s all-knowing guide; He‘e (Octopus): Hawai‘i’s loving
spirit; Pua‘a (Pig): Hawai‘i’s bold adventurer. As the video plays,
the bespoke facial recognition software, developed specifically for
this campaign by digital agency Realise, identifies which footage
evokes the most positive reaction from the viewer. The facial
recognition algorithm identifies the personal preferences of each
viewer and produces a customized travel recommendation aligned with
one of the three Hawai‘i guides. Users then have the opportunity to
book a personalized Hawai‘i vacation package with discounts of up
to 50 percent, including exclusive offers from dozens of
participating local hotels.
“Discover Your Aloha is the first campaign where we integrated
facial recognition software, and is an example of the type of
innovation we can bring, at scale with our global audience, to our
marketing partners,” said Noah Tratt, senior global vice president
of Expedia Media Solutions. “The campaign was custom designed and
built for The HTA, from start to finish, as a unique way to
inspire, inform and incite travel to the Hawaiian Islands.”
The year-long campaign is designed to generate awareness and
increase incremental demand to the Hawaiian Islands and uses
innovative technology and inspirational content as a way to connect
with travelers—especially millennial audiences—while remaining
competitive. To complement the microsite, Hawai‘i travel guides
will host takeovers of Expedia’s social channels, including
Instagram and Snapchat, throughout the year to share new, seasonal
and behind-the-scenes content. These takeovers will help the
coveted millennial audience discover their ideal Hawai‘i
experience, and increase awareness for the destination’s
one-of-a-kind culture and geography.
“Through this innovative technology, Expedia Media Solutions has
helped us to further distinguish Hawai‘i as an incomparable
destination by bringing to life and personalizing the distinct
culture and magnificent geography that set us apart from other
destinations,” said Randy Baldemor, chief operating officer of the
Hawai‘i Tourism Authority. “In keeping with our vision to make
greater, more effective use of technology to promote Hawai’i, the
drone-shot video footage and facial recognition software allows
travel consumers to discover the qualities they find most appealing
and inspire them to book a trip to the Hawaiian Islands.”
The campaign functions across desktop and mobile devices, and
targets consumers across the United States, Canada, Japan,
Australia and New Zealand with display advertising on Expedia,
Hotels.com, Orbitz, Travelocity and Wotif points of sale. The video
footage was produced by creative agency Mustache, with the help of
FX Group, a local Hawai‘i photo and video production company, and
Sky's the Limit, an aerial photography and videography company. The
facial recognition software was developed by digital agency
Realise. For more information visit:
DiscoverYourAloha.expedia.com
About The Hawai‘i Tourism Authority
The Hawai‘i Tourism Authority is responsible for strategically
managing the State of Hawai‘i’s marketing initiatives to support
tourism. The HTA’s goal is to optimize tourism’s benefits for
Hawai‘i, while being attentive to the interests of travelers, the
community and visitor industry. Established in 1998 to support
Hawai‘i’s leading industry and largest employer, The HTA
continually strives to help ensure the sustainability of tourism’s
success. For more information, visit
www.hawaiitourismauthority.org. Follow updates about The HTA on
Facebook, Twitter (@HawaiiHTA) and its YouTube Channel.
About Expedia Media Solutions
Formed in 2007, Expedia Media Solutions is dedicated to building
online and offline media partnerships for travel and non-travel
brand advertisers and to enable them to leverage the unique media
value of Expedia’s network of leading travel brands and global
points of sale. Expedia Media Solutions is a division of Expedia,
Inc. For more information,
visit www.advertising.expedia.com.
About Expedia, Inc.
Expedia, Inc. (NASDAQ:EXPE) is the world’s largest online travel
company, with an extensive brand portfolio that includes leading
online travel brands, such as:
- Expedia.com®, a leading full service
online travel company with localized sites in 33 countries
- Hotels.com®, a preeminent global
lodging expert operating in more than 65 countries and 35 languages
with its award winning Hotels.com® Rewards loyalty program
- Orbitz Worldwide, including leading
U.S. travel websites Orbitz.com and CheapTickets.com, as well as ebookers, a full service travel brand
with websites in seven European countries
- Expedia® Affiliate Network (EAN), a
global B2B business that powers the hotel business of leading
airlines, top consumer brands, online travel agencies and thousands
of other partners through its API and template solutions
- trivago®, a leading online hotel search
with sites in 55 countries worldwide
- HomeAway®, a global online marketplace
for the vacation rental industry, which also includes the VRBO,
VacationRentals.com and BedandBreakfast.com brands, among
others
- Egencia®, a leading corporate travel
management company
- Travelocity®, a leading online travel
brand in the U.S. and Canada delivering customer service when and
where our customers need it with the Customer 1st Guarantee
- Hotwire®, inspiring spontaneous travel
through Hot Rate® deals
- Expedia® Media Solutions, the
advertising sales division of Expedia, Inc. that builds media
partnerships and enables brand advertisers to target a
highly-qualified audience of travel consumers
- Wotif Group, a leading portfolio of
travel brands including Wotif.com®, Wotif.co.nz,
lastminute.com.au®, lastminute.co.nz and travel.com.au®
- Classic Vacations®, a top luxury travel
specialist
- CarRentals.com™, a premier online car
rental booking company with localized sites in 13 countries
- Expedia Local Expert®, a provider of
online and in-market concierge services, activities, experiences
and ground transportation in hundreds of destinations
worldwide
- Venere.com™, an online hotel
reservation specialist in Europe
- Expedia® CruiseShipCenters®, a provider
of exceptional value and expert advice for travelers booking
cruises and vacations through its network of over 220 retail travel
agency franchises across North America
For corporate and industry news and views, visit us at
www.expediainc.com or follow us on Twitter @expediainc.
Trademarks and logos are the property of their respective
owners. © 2016 Expedia, Inc. All rights reserved. CST:
2029030-50
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version on businesswire.com: http://www.businesswire.com/news/home/20160926005355/en/
Crafted CommunicationsCasey Walters,
949-887-8205MeSo@craftedcom.com
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