The Café Live Broadcasts – Travel Oregon x Hawaiian Airlines

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Brief

Client - Travel Oregon

Campaign - Travel Oregon x Hawaiian Airlines Broadcast

Target Audience - New Zealand Consumers

Develop products and itineraries with key airline, wholesale and tour operator partners in Australia and New Zealand.

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Overview Canuckiwi, on behalf of Travel Oregon, partnered with Hawaiian Airlines to deliver four live-on-location television segments on The Café, New Zealand’s #1 daily lifestyle and entertainment show. The collaboration aimed to inspire New Zealand travellers to explore Oregon by highlighting the state’s distinctive experiences and driving regional dispersal beyond Portland. Campaign Strategy

The Café was identified as an ideal partner due to its audience alignment with Oregon’s target visitor profile – high-income households (average NZD $150K+), aged 55+, with a female skew – and its position as the most-watched morning lifestyle program in New Zealand.

TV personality and travel host Debbie Griffiths, known for her engaging storytelling and connection to outdoor adventure and food experiences, was selected to host the segments. Each broadcast showcased authentic Portland experiences while highlighting opportunities to explore Oregon’s wider regions.

Integration with Intrepid Travel and Hawaiian Airlines provided strong consumer call-to-action pathways, supporting conversion from awareness to booking. Production Approach

• Focused on Oregon’s unique selling points: local makers, food and wine, outdoor adventure, and road trip experiences.

• Incorporated a strong sense of place and authentic storytelling in every shot.

• Highlighted interactions with locals as a key differentiator.

• Ensured brand alignment across Travel Oregon and Hawaiian Airlines creative assets.

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Results

Total Viewership: 222,698

Consumer Competition Entries / Database Opt-ins: 3,996

Earned Media Value: USD $123,500

Additional Hawaiian Airlines Media Investment: USD $35,000

Impact

The partnership successfully positioned Oregon as an aspirational, accessible destination for New Zealand travellers. Through high-quality, lifestyle-driven storytelling and authentic brand integration, the campaign delivered both broad consumer awareness and measurable engagement outcomes.