“Miss Seeing Hawaii” Ad Campaign from American Hawaii Cruises

swiped by Mike Schauer ran 1982-1983

This 80s ad campaign from American Hawaii Cruises is an excellent example of selling unique travel experiences. Each of the ads below is slightly different, focusing...View More

“Miss Seeing Hawaii” Ad Campaign from American Hawaii Cruises

Key Takeaways

  • American Hawaii Cruises uses a variety approaches in each of their ads. In the first one they paint a picture of a hectic, stressful vacation where you're always busy & don't feel like your on vacation. Then they present their cruise as the opposite & optimal solution. It's your standard sales approach where you bring up a painful situation & provide your product or service as the solution
  • The second ad has the longest copy. It starts like the first ad did and then focuses the rest of the copy on how much better the cruise experience is vs. staying at a hotel. They understand that hotels are the biggest alternatives to a cruise so persuading people that they provide a much better experience than a hotel may sway a lot of potential hotel-goers.
  • The third ad is similar to the second ad in terms of it being a comparison ad, except this ad compares the cruise to Caribbean cruises. Hotels are indirect competitors whereas other cruises are direct competitors. They're attacking each type of competitor head on in hopes that they'll steal away hotel & Caribbean cruise goers.
  • The last ad is exclusively focused on why they are the best for Hawaii vacations. It's location-specific & the most targeted ad of them all.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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