New campaign makes global debut in top domestic market at the Los Angeles Rams game
HAWAI‘I – The Hawaiʻi Tourism Authority (HTA) today unveiled “Hawaiʻi Stays With You,” a brand campaign that positions Hawaiʻi not simply as an aspirational destination, but as a way of life that can fundamentally change how travelers see and experience the world.
Developed by the Hawaiʻi Visitors and Convention Bureau (HVCB) under HTA’s strategic direction, the campaign debuted globally at the 4 January Los Angeles Rams game presented by The Hawaiian Islands. Los Angeles represents Hawaiʻi’s top domestic visitor market, making the game an ideal platform to introduce the campaign’s message of meaningful transformation through travel. The theme of the campaign was woven throughout game-day elements, including in-stadium signage, game ball delivery, and an activation booth featuring Maui lei maker Britney Alejo-Fishell, one of the campaign’s ambassadors.
“Debuting this campaign here in Los Angeles gives us the perfect opportunity to connect with travelers who value meaningful experiences,” said Caroline Anderson, HTA interim president and CEO. “Hawaiʻi is a special place to visit. It is where couples start their lives together, where families celebrate milestones, and where people return again and again because Hawai‘i stays with you. Today’s travelers seek deeper connections with the people and places they visit, and this campaign invites them to see Hawai’i through the everyday moments of those who call it home.”
“Hawaiʻi is home to a living culture, diverse community, and a thriving creative spirit,” said Dr. Aaron J. Salā, HVCB president and CEO. “‘Hawaiʻi Stays With You’ is an invitation to find connection. It is also a declaration that an encounter with Hawaiʻi can profoundly affect the lives of those who come here. The people, the place, and the culture of our Hawaiian islands stay with you long after the journey ends.”
Creative Approach and Campaign Ambassadors
Through fresh, grounded storytelling focused on culinary experiences, adventure, and leisure and wellness, the campaign fosters emotional connection to the Hawaiian islands while illustrating a vibrant lifestyle that is globally relevant, yet unmistakably Hawaiʻi.
The campaign builds on “The People. The Place. The Hawaiian Islands,” continuing a commitment to community-led storytelling while offering contemporary reflections of how culture is lived in Hawaiʻi today. Moments with local ambassadors are woven throughout the campaign, while future social media content will feature their more profound insights and trusted insider perspectives that resonate with modern travelers.
Featured ambassadors include:
- Miss Aloha Hula 2025 Jaedyn Pavao from Kauaʻi
- Lei maker Britney Alejo-Fishell from Maui
- Designer Keola Rapozo from Oʻahu
- Music producer and recording artist Asialynn G. Kama-Yap from the island of Hawaiʻi
The campaign also features the voice of Hawaiian cultural practitioner Sabra Kauka from Kauaʻi, with music composed by Greg Kuehn and Emmy Award-winning, Grammy-nominated Native Hawaiian producer Shawn Kekoa Pimental. HVCB collaborated with Edelman and NMG Network on the campaign’s production.
For more information, visit gohawaii.com.
Video news release and photos from the Los Angeles Rams game are available HERE. Credit: Hawai‘i Visitors and Convention Bureau
Campaign video and photos available HERE. Credit: Hawai‘i Tourism Authority
About the Hawai’i Tourism Authority
The Hawaiʻi Tourism Authority is the state agency responsible for representing the Hawaiian Islands around the world — and for holistically managing tourism in a sustainable manner that is consistent with community desires, economic goals, cultural values, the preservation of natural resources, and visitor industry needs. HTA works with the community and industry to mālama Hawaiʻi — care for our beloved home. For more information about HTA, visit hawaiitourismauthority.org or follow @HawaiiHTA on Facebook, Instagram, Threads, and X.
About the Hawai‘i Visitors and Convention Bureau
The Hawaiʻi Visitors and Convention Bureau (HVCB) is a private, nonprofit, regenerative destination leadership enterprise stewarding the future of tourism in Hawai’i. Grounded in cultural intelligence and community connection, HVCB builds global partnerships, crafts transformative visitor experiences, and leads with innovation to ensure tourism enriches local lives, protects island ecosystems, and advances Hawai’i as a model for the world. For visitor information, visit gohawaii.com. For more about HVCB, visit hvcb.org or follow updates on Instagram, Facebook, and LinkedIn.
Special note to media: HVCB recognizes the use of the ‘okina [‘] or glottal stop, one of the eight consonants of the (modern) Hawaiian language, and the kahakō [ā] or macron (e.g., in place names of Hawai‘i such as Lāna‘i). However, HVCB respects the individual use of these markings for names of organizations and businesses.
