Overview:

Renowned as Maui’s premier destination for luxury shopping and dining, The Shops at Wailea partnered with Jenerate PR to broaden its appeal by attracting a key audience segment: local residents. While widely regarded as a tourist haven, the Center sought to reintroduce itself as a welcoming hub for the local community.

The Task: 

The Shops at Wailea faced the challenge of transforming its perception from a primarily tourist-centric destination into an inviting space where Maui residents and their families could gather and enjoy memorable experiences. Jenerate PR was tasked with crafting and executing a comprehensive strategy to generate buzz and drive local attendance.

Objective:

Jenerate PR’s mission was clear: to amplify media visibility and elevate local participation at the Center’s events, positioning The Shops as a must-visit destination for residents.

Strategy:

To achieve this, Jenerate PR developed an innovative and cohesive public relations strategy, including event coordination, PR outreach, and media relations, ensuring a seamless narrative across all phases—before, during, and after the event.

The signature event, “Keiki Halloween,” became the centerpiece of the strategy. A thoughtfully curated, family-friendly celebration, the event featured costume contests, center-wide trick-or-treating, and engaging entertainment such as magic shows and balloon artistry. Press materials were crafted to resonate with local media, while a strategic invitation to notable Maui influencers and media outlets helped build anticipation and create a buzzworthy experience.

Results:

The event was a sold-out success, exceeding expectations. Jenerate PR introduced a panel of judges from prominent local media outlets, which not only sparked substantial pre-event excitement but also boosted registration. During the event, these media representatives provided real-time social media coverage, creating engaging content that amplified our reach. 

Post-event, Jenerate PR secured high-profile coverage that spotlighted the event’s highlights, including the winners of the costume contest and the generous contributions of Alaska Airlines, the event’s giveaway partner.

This initiative successfully redefined The Shops at Wailea as a destination that seamlessly blends luxury with community connection, strengthening its position as a beloved gathering place for both Maui residents and visitors.