Hawaii Visitors Bureau
Exactly where is this mythical line dividing brand advertising from “performance-based” advertising? You won’t find it in this newspaper campaign for the Hawaii Visitors Bureau, which David created during his years at DDB’s Honolulu office. The campaign ran nationwide on minor, easily forgotten winter and spring holidays such as Groundhog Day and April Fools’ Day. Each ad served to remind readers of the day in question, urging them to picture that day in Hawaii and then to call for our 100-page Hawaii travel guide—which they did, swamping the switchboard and sending us back for second and third printings of the guides. The governor even cited the campaign’s success as a factor in the state’s recovery from a tough recession.