case 10
hospitality
Polynesian Cultural Center
01, The Challenge
What the brand needed.
Drive awareness and visitation for Hawaii’s #1 paid attraction. Balance the Center’s cultural mission with the commercial reality that it’s also a tourism business competing for visitor dollars.
02, The Approach
What Fifty & Five did.
Cultural storytelling that honored the Center’s mission while driving tourism engagement. Featured the performers, the artisans, and the stories, not just the luau photos. A nuanced approach most agencies miss entirely when briefed on a cultural-tourism account.
Cultural storytelling that drove visitation for Hawaii’s #1 paid attraction, without flattening the mission into a tourism brochure.
03, The Outcome
What actually happened.
Built a social program that balanced cultural respect with tourism marketing, a nuance most agencies miss. The model for every subsequent cultural-heritage tourism client we’ve taken on.