Bank of America asked BannerDirect to create a new creative campaign for the Hawaiian Airlines credit card relaunch that would be sustainable for several years. The campaign needed to be adaptable across multiple marketing channels and advertising media and flexible to utilize for all stages of customer life cycle communications including acquisition, usage and general awareness. In addition, the campaign needed to capture the essence, intrigue, appeal, feel and culture of the Hawaiian Islands. BannerDirect developed concepts with multiple components, including: acquisition direct mail packages, inflight magazine print ads, luggage tags and employee incentive collateral including breakroom posters and lanyard ID holders. Our concepts pleased all three clients: Bank of America, Hawaiian Airlines and Hawaiian Airlines’ general advertising agency.