Public Relations
The Challenge
Despite April being designated as Native Hawaiian Plant Month, there was a lack of public awareness and events celebrating it on O‘ahu. Kamehameha Schools Kaiāulu and Windward Mall sought to address this by creating Ho‘oulu He‘eia, an event to celebrate Native Hawaiian plants. The goal was to raise awareness of the ecological and cultural significance of these plants, educate the community, and position Windward Mall as a supporter of local culture and sustainability.
The Solution
To promote the event, a public relations strategy was implemented that included distributing a media advisory and targeted pitches to major Honolulu outlets. This effort was supported by Windward Mall’s own channels, including its website, social media, and email newsletters.
The campaign successfully secured earned media coverage on major broadcast news stations and in HONOLULU Magazine’s Weekend Guide. The event generated positive media attention and was so successful that there are plans to make it an annual occurrence throughout other Kamehameha Schools’ commercial properties.
