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A Legacy of Adventure
For decades, Island Helicopters Kauaʻi has been synonymous with unforgettable aerial tours of one of the world’s most breathtaking islands. Known for exclusive access to Jurassic Falls, this family-owned company offers an experience that’s equal parts adventure and luxury. However, as competition in the island tourism market grew, Island Helicopters needed a refreshed approach to maintain their unique positioning and capture the attention of modern travelers.
Watson Creative partnered with Island Helicopters to reimagine their brand, enhance their digital presence, and implement targeted marketing campaigns that ensure their iconic tours remain top-of-mind for both visitors planning trips and those arriving on the island.
Despite their exclusive access to Jurassic Falls, Island Helicopters faced challenges in standing out in a crowded market filled with tour operators. Their website and reservation system were outdated, resulting in friction for users booking tours. Additionally, their brand lacked the storytelling and visual appeal necessary to connect emotionally with travelers seeking a once-in-a-lifetime experience.
To compound the challenge, the team needed a cohesive strategy to target both off-island planners and on-island visitors, ensuring that their advertising and marketing campaigns effectively bridged the gap between pre-trip inspiration and on-the-ground decision-making.
Watson Creative worked closely with Island Helicopters to deliver a comprehensive repositioning strategy. The brand was elevated to emphasize its exclusivity and emotional connection to the island, with visuals and messaging that captured the awe of soaring above Kauaʻi’s lush landscapes and touching down at the iconic Jurassic Falls.
A complete website overhaul included a custom-built reservations system designed to make booking seamless for users. The system was optimized for both desktop and mobile, ensuring accessibility for travelers at every stage of their journey.
To drive awareness and bookings, Watson executed omnichannel marketing campaigns targeting travelers during key decision-making phases. Digital ads focused on audiences researching Kauaʻi vacations, while in-airport advertisements encouraged last-minute bookings. A data-driven approach ensured campaigns were continuously optimized for maximum impact.
The transformation brought measurable success. Within the first year of the rebrand, Island Helicopters saw a 22% increase in bookings, driven by the new website and streamlined reservations system. Digital ad campaigns targeting trip planners achieved a 28% increase in click-through rates, while in-airport advertising boosted same-day bookings by 16%.
The enhanced brand identity and storytelling also resonated with customers, with many citing the exclusivity of the Jurassic Falls experience as a key factor in their decision to choose Island Helicopters. Together, these efforts cemented Island Helicopters Kauaʻi’s position as the island’s premier helicopter tour operator.
“Working with Island Helicopters Kauaʻi has been a journey of transformation. Helping them elevate their brand and simplify the customer experience has ensured they remain a must-do adventure for visitors to the island.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
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