Facial recognition software is being used to judge consumers’ responses to drone footage of Hawaii in a global marketing campaign to tempt people to travel to the islands.
The Discover Your Aloha micro-website, promoting Expedia tours and the Hawaii Tourism Authority, will then create a personalised travel recommendation based on the most positive reactions from the viewer to scenes including molten lava and towering waterfalls or reef snorkelling and surfing, some of which was captured using drones.
It is the first time Expedia Media Solutions has used facial recognition software, in this case developed by digital agency Realise, for a partner’s marketing campaign.
Discounts, of up to 50%, will be offered to customers who book through the service.
“Discover Your Aloha is the first campaign where we integrated facial recognition software, and is an example of the type of innovation we can bring, at scale with our global audience, to our marketing partners,” said Noah Tratt, senior global vice president of Expedia Media Solutions.
“The campaign was custom designed and built for The HTA, from start to finish, as a unique way to inspire, inform and incite travel to the Hawaiian Islands.”
The year-long campaign wants to build awareness and increase incremental demand to the Hawaiian Islands through technology and content in a bid to connect with travelers, with a focus on millennial audiences.
Hawaii travel guides will also host takeovers of Expedia’s social channels, including Instagram and Snapchat, throughout the year to share new, seasonal and behind-the-scenes content.
“Through this innovative technology, Expedia Media Solutions has helped us to further distinguish Hawaii as an incomparable destination by bringing to life and personalizing the distinct culture and magnificent geography that set us apart from other destinations,” said Randy Baldemor, chief operating officer of the Hawaii Tourism Authority.
“In keeping with our vision to make greater, more effective use of technology to promote Hawaii, the drone-shot video footage and facial recognition software allows travel consumers to discover the qualities they find most appealing and inspire them to book a trip to the Hawaiian Islands.”
The campaign works across desktop and mobile devices and targets consumers across the United States, Canada, Japan, Australia and New Zealand with display advertising on Expedia, Hotels.com, Orbitz, Travelocity and Wotif.
The video footage was produced by creative agency Mustache, with the help of FX Group, a local Hawai‘i photo and video production company, and Sky’s the Limit, an aerial photography and videography company. The facial recognition software was developed by digital agency Realise.