We Re-Branded this Ka'anapali Beach resort to coincide with a multi-million dollar "rehabilitation" of the facility. At the time of this effort, no other resort in Hawaii owned the positioning of authentic Hawaii. So, we developed positioning for the Royal Lahaina as the most authentic Hawaiian resort in Hawaii. The positioning was adopted throughout the property, from the Luaus to the apparel of the staff to all of the advertising and collateral material.

We chose to use illustration instead of photography to convey the unique position. Notice in the samples shown, the illustration of the authentic Hawaiian dance.

Interesting note: we even researched the hand movements from the authentic Hawaiian Hula dance to ensure our illustrated dancers made welcoming gestures with their hands. The campaign was a huge success according to the ownership and management. Unusually high occupancy rates didn't hurt. Additionally, the rehabilitation along with the Re-Branding allowed the Royal Lahaina to dominate the Incentive Travel market for nearly three years.