The Challenge… and the Solution
Iolani Palace was built in 1882 by the last king of Hawaii, King Kalakaua. It remained a royal residence until Queen Liliuokalani, the king’s sister and successor, was deposed and the Hawaiian monarchy overthrown in January 1893. After the overthrow, it served as capitol of the Provisional Government, Republic, Territory and State of Hawaii until 1969. Over the next decade, the Palace was meticulously restored to its monarchy era grandeur and reopened to the public as a museum in 1978. It has since become a popular attraction for out-of-state and international visitors. However, Iolani Palace wanted to raise awareness, support and visits from the kama‘aina (local resident) market. To achieve this goal, Becker Communications, Inc. developed a comprehensive, well-coordinated approach promote Iolani Palace and broaden its brand appeal.
Our Results
Media Relations
Extensive local media coverage was secured, with total impressions reaching over 108 million. Coverage included a live 3-hour on location show with Hawaii News Now Sunrise (the state’s top-rated morning newscast), large feature stories in the state newspaper, and magazine articles, as well as online media outlets.
Events
Increased attendance in all annual on-site events, including the King’s Birthday Celebration, Queen’s Evening Tours, and monthly Kama‘aina Sundays.
Digital Communications
Through a strategic, integrated digital communications campaign, we successfully achieved our goal to increase engagement with our target audience on all digital platforms. We increased the email subscriber list for its monthly newsletter by nearly 65 percent with average open and click rates that are consistently well-above industry averages. Engagement rates on social media also outperform similar organizations, with Instgram at twice the industry average and Facebook at 5 times. Comments on the posts show positive sentiment and social media users appreciative of the content, which includes exclusive behind the scenes, historical information, and unique stories.
