By Kent Coules, Publisher
This Week Maui’s Sales Director, Lauren LaDoux, didn’t know she would be “Chief Treasure Hunt Officer” when she joined the visitor magazine in 2017, but now it’s part of her job description and she loves it.
“We thought it would be a fun way to engage with our readers and provide an adventure the whole family can participate in as they tour places they’re visiting anyway,” LaDoux says. “Winning a gift certificate for being the first to find the ‘This Week Pineapple’ adds some excitement.”
In January, This Week partnered with renowned Front Street eatery, Down The Hatch, to launch the weekly event. The concept was simple: provide Lahaina guests clues on where to find the pineapple on ThisWeekHawaii.com/treasurehunt. “I try to
create an interesting route and use landmarks along the way as clues. We always provide a photo clue hinting at the final location so when people get there they know they’re in the right place.”
Those fortunate to find the pineapple first take it to Down The Hatch (or whomever that week’s sponsor is), find a manager and turn in the pineapple. Once they show that they’ve posted a photo of themselves with it on social media, they’ll receive their prize on the spot. “People get excited,” says Down The Hatch’s Marketing Manager, Ashley Davis. “The
partnership with This Week Hawaii is interactive, easy to include in our social media strategy and—what’s most important—fun for our guests.”
The Treasure Hunt has proven so popular that additional sponsors like Captain Jack’s, Azeka Shopping Center and Kihei Kalama Village are joining the Hunt in April. “My biggest challenge is finding the time each week to set up the Hunt,” says LaDoux. “But I don’t mind. It’s fun and both our readers and advertisers love the concept. It’s been a great way for us to grow our relationships and create more brand awareness across the island”
So many hunts, so little time!
Have you joined in on the fun, yet? For the latest info on our Treasure Hunts taking place across the islands, visit thisweekhawaii.com/treasure-hunt/