The country’s quirkiest and most loveable airline, Virgin America has gotten ‘into bed’ so to speak with the popular Airbnb to create a unique island experience they are calling “Work Hard, Hawai’i Hard.” Okay so what does this mean? Basically the idea germinated from the surveys that have unfolded recently that well Americans just don’t take enough vacations. So the two companies explained that they are motivated Bay Area-based workaholics to make the ultimate #Hawaiiscape with the launch of Virgin America’s new flights to Hawaii. The carrier will be flying from the Bay rea to Honolulu starting Nov. 2, 2015 and to Kahului, Maui beginning on Dec. 3, 2015.
Keeping in mind that the nearby Silicon Valley is rife with over achievers and hard workers, Virgin America and Airbnb are trying to give that demographic a chance to win the ultimate “Work Hard, Hawai’i Hard” escape* with accommodations at an Airbnb estate on Oahu with Virgin Group Founder Sir Richard Branson. The winner will be recruited to co-host the airline’s inaugural launch celebration and learn how to “play hard” with professional kite boarder and ZOZI guru, Susi Mai. Virgin America launches the contest sweepstakes today with an irreverent Magnum P.I. inspired video of Sir Richard Branson making his own mental shift from work to play at his home office and aLinkedIn Influencer post from Branson himself explaining why it’s important to refresh and recharge to do your best work.
“As the number one destination requested by our Elevate members, we really wanted to take our Hawai’i launch to the next level and give our fans and flyers a chance to be rewarded with the ultimate work escape and getaway– and Airbnb instantly came to mind,” said Luanne Calvert, Chief Marketing Officer at Virgin America. “Both of our brands are about capturing the transformative aspects of travel – and we thought what better way to experience Hawai’i than to do it at an Airbnb property with our Chief of Play Hard, Sir Richard. Together we’ve created a pretty awesome experience for our hard-working winners – and we can’t wait to welcome them onboard our inaugural flight and festivities in November.”
“Virgin America is one of the best travel brands in the U.S. and now, with the launch of their San Francisco to Hawaii route, the opportunity for us to partner together is fantastic,” said Jonathan Mildenhall, Chief Marketing Officer at Airbnb. “We both offer unique travel experiences generally, but together, we can now offer travelers inNorthern California the ultimate bespoke travel experience to Hawaii. The island vacation getaway just got even more magical.”
Sound like a contest you’d like to enter? If so you do need to be an Elevate member (Virgin’s frequent flyer club) and then enter the #Hawaiiscape sweeps,with that number and write an essay telling why you need to get away to Hawaii. You can share entries on LinkedIn, Facebook or Twitter for a chance to celebrate in paradise with Sir Richard and score a #Hawaiiscape prize package. The grand prize winner will fly on the inaugural flight from San Francisco to Honolulu (return flight included), spend three-nights at a luxurious beachfront Airbnb estate with Sir Richard as the Airbnb host on the first night, and get invitations to all launch celebration activities, and an exclusive lesson from professional kiteboarder and ZOZI Guru Susi Mai, courtesy of tour and activity marketplace, ZOZI.
If you don’t come in first, second spot isn’t so bad either, that prize being a seat on the inaugural flight, and a three-night stay at an Airbnb home, among other offerings. The third place winner will receive a $3,000 Airbnb credit and roundtrip flights toMaui. As part of the #Hawaiiscape prize package, all sweeps winners will receive new GoPro HERO4 Session cameras, Avis Car Rental vouchers during their trip, and travel-ready Oru Kayaks. In addition, all winners receive a year of LinkedIn Premium to get the ultimate professional edge when they get back to reality. The first 5,000 fans and flyers who enter the “Work Hard, Hawai’i Hard” sweeps will receive 250 Elevate® points. To enter the contest and learn more about the sweepstakes click here.
FYI: The #Hawaiiscape digital promotion was developed in partnership with digital agency One Trick Pony with the Magnum P.I. inspired video filmed by Virgin Group’s entertainment arm – Virgin Produced. Virgin America is also launching a “Work Hard, Hawaii Hard” creative campaign, developed with San Francisco-based agency, Eleven that is targeted towards hard working, entrepreneurial-minded business travelers, the campaign aims to capture the work hard, play hard attitude by leveraging the “Work Hard, Hawai’i Hard” headline while visually encouraging travelers to vacation to the fullest by bringing to life the fantastical elements of experiencing Hawaii. The campaign includes out-of-home and digital ads – specifically targeted to those working late at night.