Strategy

When telling HLA’s story we decided to focus on the people who make the Association's supply chain possible; telling personal stories, instead of the story of the Association itself. Through the episodic series "Hooked" we targeted relevant audiences on Facebook, Instagram, and YouTube to give HLA an authentic voice they could use to control the narrative about their incredible importance to the food supply chain of Hawaii and the world.

 

Our complete media package also included the following.

 

HLA Website

In order to maintain brand continuity we redesigned the HLA website with updated layout, color choices, and imagery. 

 

HLA Crew Member Site 

Integrated with the redesigned site is a crew member back end which features crew tests, certifications, and tutorial videos accessible in four different languages. We created every element of the site and continue to update the testing modules as new certifications requirements become available.

 

Social Media Accounts & Giveaways

We established accounts for HLA across the social media landscape and created a downloadable “Longliner Poke Recipes” ebook in exchange for contact information from Hawaii residents. This contact information was used to distribute new Hooked episodes or communicate important industry developments to the public.