In an aim to attract first-time visitors through their friends and family, the Hawaii Visitors and Convention Bureau has launched a social media campaign #LetHawaiiHappen.

It seems people are convinced they know Hawaii, but many of the Hawaii Visitors and Convention Bureau polls show they don’t. So the organization has tried to differentiate each Hawaiian Island in its ad campaign, to find people who would be interested at visiting at least one island.

Recognising the power of word of mouth. The campaign is hoping to leverage the thousands of holiday photos and videos posted on social media channels like Facebook, Instagram and Twitter, to convince traveller’s friends and family to also visit.

The 2015 campaign, #LetHawaiiHappen, hopes to further promote this content and focus on the activities and things that happen to people when they are on holiday.

In December, HVCB contracted with Shift Communications to manage the social media aspect of the campaign and find, aggregate and develop the content. It also is tasked with attracting bloggers and social media users, which they are setting into tiers as influencers, advocates and ambassadors.

The campaign won’t just feature amateur photos and videos, though. HVCB also has commercials for Maui, Kauai, Oahu and the Big Island featuring vacationers enjoying their unplanned parts of their vacation.

Some of the #LetHawaiiHappen images are pretty amazing, or so we think.

#LetHawaiiHappen Kauai #LetHawaiiHappen Surfers

Kate Webster is a travel journalist – travel writer and photographer who travels the globe in search of vivid imagery and compelling stories that capture the essence of the places she visits. Born out of a life-long love of travel and fascination with the world around her, is Kate’s inspiration behind her writing and photography. A passion of the ocean has lead Kate to be a part of Global Surf Sounds, as she continues to mix her love of travel and writing to now include surfing. When she’s not bouncing around the world on ramshackle buses, overcrowded trains, or on the back of a rickshaw, you can find her based in Sydney or the Gold Coast, Australia eagerly planning her next adventure.