Overview

In response to the volcanic eruption on Big Island in 2018, Princess Cruises sought to reassure travelers and promote tourism in Hawaii. The company commissioned a video featuring John Chernesky, Senior Vice President of North America Sales, to address concerns and highlight the ongoing beauty and availability of Hawaiian tours.

Objective

The primary objectives of the video were to:

1. Address Concerns: Provide accurate information about the volcanic eruption and its impact on tourism.
2. Promote Tourism: Highlight Princess Cruises’ 15-day Hawaii cruise as a way to support local tourism.
3. Reassure Travelers: Emphasize that Hawaii remains open for business and that other islands are unaffected.

Video Content and Production

Key Elements of the Video:

• Introduction: John Chernesky opened with a brief acknowledgment of the volcanic eruption's impact on Big Island, setting the context for the message.
• Current Situation: The video provided factual updates, including the total lava flow area compared to the island's size, the operational status of local shops, and the unaffected status of other Hawaiian islands.
• Tourism Promotion: Chernesky highlighted Princess Cruises' commitment to supporting Hawaiian tourism, showcasing the 15-day cruise as an excellent way for travelers to experience the islands.
• Visual Evidence: The video included recent photos from tourists who visited other Hawaiian islands, visually reinforcing the message that the islands remain vibrant and welcoming.

Production Techniques:

• Professional Filming: High-quality cameras were used to capture Chernesky’s presentation and relevant imagery, ensuring clear and engaging visuals.
• Editing for Impact: The video was edited to seamlessly integrate Chernesky’s narrative with on-location shots, photos from tourists, and key information about the cruise.
• Clear Messaging: The editing focused on clarity and reassurance, structuring the video to address concerns directly while promoting the benefits of booking a Hawaiian tour.

Results

The final video successfully met its objectives, achieving the following outcomes:

• Enhanced Reassurance: The video effectively addressed travelers’ concerns about the volcanic eruption, providing clear and accurate information that reassured potential tourists.
• Increased Bookings: By promoting the 15-day Princess Cruises tour and highlighting the ongoing availability of other Hawaiian islands, the video helped boost bookings and support local tourism.
• Positive Feedback: The use of engaging visuals and direct messaging received positive feedback from viewers, enhancing Princess Cruises’ reputation as a supportive and reliable travel provider.

The Hawaii sales message video, featuring John Chernesky, demonstrated the effectiveness of video production and editing in addressing real-time issues and promoting tourism. By combining clear information with engaging visuals, the video not only reassured potential travelers but also successfully encouraged them to experience the beauty of Hawaii despite the challenges faced by Big Island. This case study highlights the power of well-executed video content in maintaining and growing customer engagement during challenging times.