6 Pillars Marketing was tasked with creating an innovative community campaign to bring together families and businesses, featuring various locations throughout Hawaii. The result was 6PM’s Discover Our Islands campaign, originally developed and implemented in 2012 as a totally new concept in Hawaii. The very first event was Discover Kaka‘ako, a family-friendly festival that focused on celebrating the unique aspects of the up-and-coming community of Kaka‘ako.
Kaka‘ako key players, Howard Hughes Corporation and Ward Centers, wanted to develop a collective community event that would embrace the dymanic, up-and-coming growth of the Kaka‘ako district. Small businesses and residential areas began to thrive in a once solely industrial area, so Discover Kaka‘ako was born to showcase various Ward Centers vendors, food trucks, entrepreneurs, small businesses, fashion designers, local artists and musicians to represent the swiftly-growing and dynamic town. 6PM planned and executed one Discover Kaka‘ako event per month for a continuous 12-month run, with each event drawing in consistently large crowds of families to explore Ward Centers.
The success of Discover Kaka‘ako led 6PM to expand the idea to highlight other areas of Oahu, including North Shore, Kualoa and Windward. Each community gathering brought together families, resources, nonprofits, partnerships and fostered a love for each respective locale.