In July 2025, The Waikiki Collection launched a purpose-driven fundraising campaign in partnership with the Children’s Miracle Network and Kapiolani Medical Center for Women & Children. CMN is a nonprofit organization that raises funds and awareness for member hospitals across the United States. These hospitals provide critical treatments and healthcare services that directly benefit children and families. In Hawai‘i, Kapiolani Medical Center for Women & Children is the only CMN-affiliated hospital.
Mai Tais for Miracles was designed to incorporate guests and associates into the partnership across The Waikiki Collection, inclusive of Sheraton Waikiki Beach Resort, Sheraton Princess Kaiulani, The Royal Hawaiian, a Luxury Collection and Resort, and the Moana Surfrider, a Westin Resort and Spa.
The campaign featured a simple yet impactful concept. For every featured burger/mai tai sold at the properties' outlet restaurants, one dollar was donated to CMN. The strategy extended beyond the guest experience, incorporating internal fundraising activations, including dunk tanks, root beer floats, breakfast to-go, and karaoke sessions, with 100% of the proceeds donated to CMN. These activations not only raised additional funds but also fostered shared purpose across the four hotels.
The Mai Tais for Miracles campaign had three goals:
- Foster a culture of purpose-driven hospitality by maximizing charitable giving
- Amplify Mai Tai for Miracles campaign visibility through earned and owned media and influencer partnerships
- Increase awareness of Stay at One, Dine at All
The campaign was designed to engage two primary audiences: guests staying at any of the complex properties and local Hawai‘i residents
GOAL 2: Amplify Mai Tai for Miracles campaign visibility through earned and owned media and influencer partnerships
Earned: Public Relations
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- KHON2 News (FOX affiliate) segment featuring an interview with the bi-plex Director of Restaurants from The Royal Hawaiian and Sheraton Waikiki, resulting in 10.9K audience views
- Honolulu Star Advertiser article, audience of 119.6K
- Aloha State Daily, audience of 119K
- Owned
- Generated 10.9% increase in restaurant website visits month-over-month (225.7K total visits)
- Generated 4.7K impressions on LinkedIn articles on each hotel’s official LinkedIn page
- 6.22% Engagement rate vs 5% LinkedIn benchmark industry average of (Sprout Social, 2025)
- Shared
- Yielding a total of Shared content cumulative results of 130.3K impressions
- Kyo-ya Hotels & Resorts curated a “Burger Crawl” experience with four well-known local influencers who specialize in Hawai‘i’s food scene. Each influencer visited the four Waikiki Collection properties to taste and share their experience with the featured Children’s Miracle Network burgers and mai tais. The journey was captured in a collaborative Instagram Reel, co-posted by all four properties
- Incremental influencer content resulting in 30.6K impressions, 22.2K accounts reached
- Resulting in reaching 78.1% non-followers
- Campaign introduction static carousel post, collaboration with the four hotel accounts, CMN, and Kapiolani Hospital, resulting in 43K impressions
- Foodie Crawl collab reel resulting in 37.5K impressions
- Notably, this reel reached 82% non-followers
- Campaign introduction collab reel resulting in 19.2K impressions
- Featured 2025 CMN child champion and family
- Notably, this reel reached 77% non-followers
GOAL 3: Increase awareness of Stay at One, Dine at All
- Increased the Stay at One, Dine at All website landing page visits by 6.8% during the Mai Tais for Miracles July campaign compared to the previous month
- The success of this campaign helped build a clear structure and framework for future philanthropic efforts, allowing us to link popular F&B offerings to charitable giving in a way that’s both effective and scalable
- August 2025: Partnered with Ohana Arts, a local non-profit that inspires and connects communities through high-quality arts and education programs
- September 2025: Partnered with Palama Settlement, a local non-profit, community-based social service agency offering a wide range of educational, recreational, athletic, cultural programs and services for children, youth, adults, and senior citizens
- Inspired the upcoming all-property activation, the Mai Tai Train
- Will promote trying a mai tai at each of the Waikiki Collection properties
- Guests will receive a stamp card and will visit each property to buy the featured mai tai and receive a stamp for the stamp card
Once all mai tai stamps are purchased, the guest will receive a prize
Goal #1 results are located in the confidential text box
