Grin Creative partners with Hawai'i Tourism Oceania to launch Hānau Hawai'i, a new benchmark in destination storytelling

Award-winning Melbourne-based agency Grin Creative has joined forces with Hawai'i Tourism Oceania to launch Hānau Hawai'i, a cutting-edge digital magazine designed to redefine how travellers engage with the Hawaiian Islands.

Created to shine a light on Native Hawaiian-owned businesses, cultural activities, and authentic experiences, Hānau Hawai'i is more than an inspirational guide, it's a curated platform that connects visitors directly with operators, fosters community engagement, and encourages responsible, culturally respectful travel.

“Travel trade audiences are increasingly seeking content that goes beyond glossy imagery and delivers meaningful, authentic narratives,” said Grin Creative Director Justin Jamieson. “With Hānau Hawai'i, we've combined our expertise in designing and publishing effective, engaging content with Hawai'i Tourism Oceania's vision to create a platform that inspires travellers while supporting sustainable tourism development.”

Innovative storytelling with cultural depth

Grin Creative partnered with filmmaker, writer and get lost Magazine Editor-at-Large Roberto Serrini to deliver high-quality editorial content. Hero features, such as Mud, Mana, and Meaning, spotlight operators like Keola Ryan, founder of North Shore EcoTours, whose ATV tours immerse travellers in the landscapes, stories, and traditions that define the Hawaiian experience.

 Strengthening Hawai'i's position in the market

 Australians and New Zealanders have long been drawn to Hawai'i, with O'ahu remaining the most visited island. By launching Hānau Hawai'i, Hawai'i Tourism Oceania and Grin Creative are working together to broaden perceptions of the destination, showcasing the diversity of experiences across the Islands and strengthening Hawai'i's reputation as a leader in authentic, community-driven tourism.

“Through Hānau Hawai'i, we want to highlight the rich cultural stories of the Islands and showcase experiences that travellers may not otherwise discover. We want to inspire visitors to seek out genuine, immersive encounters that deepen their connection to Hawai'i,” said Anna Riedel, PR & Trade Account Manager, Hawai'i Tourism Oceania.

About Grin Creative

Based in Melbourne, Grin Creative is a globally recognised design and publishing agency with extensive experience in travel, tourism, and lifestyle industries. Known for creating visually striking and strategically effective publications, Grin Creative partners with destinations and brands worldwide to deliver innovative storytelling that drives engagement and inspires action.

About Hawai'i Tourism Oceania
Hawai'i Tourism Oceania (HTO) is the marketing agency for the Hawai'i Tourism Authority in Australia and New Zealand. HTO's mission is to promote the Hawaiian Islands as a leading leisure and business destination, highlighting authentic cultural experiences and responsible travel practices.

For further information contact:  

Anna Riedel, PR & Trade Account Manager, Hawai'i Tourism Oceania (HTO)

email ariedel@hawaiitourism.com.au 

Justin Jamieson, Director, Grin Creative

email justin.jamieson@grincreative.com