HI93 Oahu Hawaii's Local Hits

CASE STUDY

OBJECTIVE

Pacific Media Group owns and operates 18 radio stations statewide and 4 in Hawaii's largest market on Oahu. KQMQ had been broadcasting as "93.1 Da Paina" for 10 years and with a change in the morning show talent, the station had an opportunity to rebrand itself completely. On March 9, 2020, days before the pandemic lockdown began in Hawaii, the station changed its name to "Hi93 Oahu: Hawaii's Local Hits" and the objective thereafter has been to rebrand the island music radio station to win favor in a competitive market leveraging live, local on-air personalities and culturally relevant contests that were exclusive to residents.

STRATEGY

I joined Pacific Media Group 6 months post launch and developed and executed contests celebrating local culture for listeners to engage with the radio station and its personalities throughout the year. In the spring, we held a karaoke contest; in the Fall, we held a tattoo contest; and in the winter, we held a statewide talent contest for local brand partners, Hawaii's Finest. User generated content was collected online before a listener voting period. Celebrity judges picked grand prize winners from 10 finalists that were either announced at events or ended with a performance on stage at an event. The contests were promoted on-air (radio), online (web landing page, paid and organic social, display), experiential events, and press.

RESULTS

Digital analytics and listener ratings reports confirmed that the campaigns resulted in increased loyal listeners, increased online engagement, and increased brand recognition for the local music radio station. We received news coverage for the contests, winners and the station.

ROLE / TEAM

Director of Marketing, PR and Promotions / Pacific Media Group

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