Orange Label Says Aloha to Big Island Clients

NEWPORT BEACH, Calif. - Sept. 30, 2014 - PRLog -- Orange Label Art + Advertising has acquired new client activity on Hawaii, the Big Island. Hawaii Forest & Trail, Hawaii’s premier adventure and excursion group, has hired Orange Label as agency of record. Greenwell Farms, a longstanding client of Orange Label and a leading Kona Coffee company, has expanded their relationship with Orange Label through an enhanced social media partnership.

Orange Label’s relationship with Hawaii Forest & Trail began with the Orange Label Approach™, to uncover authentic perceptions about the benefits of the adventure company’s differentiators. The result of an internal exploration, primary research – visiting the Big Island and experiencing the adventures – and customer interviews resulted in the creative development of a new positioning statement for both Hawaii Forest & Trail and their associated zipline brand Kohala Zipline: Your Guide to Big Adventure.

The positioning statement emphasizes the tour company’s greatest differentiator: their knowledgeable and relatable guides who shape each individual’s experience and spiritual connection with the Big Island. By including the word Big, the message also acknowledges Hawaii Forest & Trail’s geographic focus on the Big Island and communicates the greatness of their nine tour packages, which range from nature hikes to volcano explorations, and bird watching to zipline adventures.

“After twenty years of sharing Hawaii's nature we decided it was time to reassess our overall marketing strategy,” shared Rob Pacheco, Founder of Hawaii Forest & Trail. “We were looking for an agency that has the expertise and passion to take our messaging to the next level with a unified campaign across multiple media channels. We wanted to find a small, sophisticated firm with a big presence and a proven record of big impact – we’re excited to have found Orange Label.”

As the firm’s full-service agency partner, Orange Label is working closely with Rob and the Hawaii Forest & Trail team to bring their refined brand message to market across both brand extensions.

Greenwell Farms, an Orange Label client since 1999, has expanded the scope of their full-service agency relationship to include strategic planning, guidance and implementation of the Kona Coffee company’s social media presence. With the objectives of generating even greater awareness with Kona Coffee lovers, gain new social media followers and strengthen their position as a unique lifestyle brand, Orange Label developed a comprehensive strategy that incorporates Facebook, Instagram, Twitter and Google+. Each platform has its own detailed, individual strategy, yet is tied together with a singular voice and intertwined themes to achieve a unified content marketing approach.

As shared by Steve Hicks, CFO of Greenwell, “Greenwell Farms has worked with the Orange Label team for 14 years. During that time, they have provided the creative energy behind the development of our packaging, advertising presence, and corporate collateral. Recently, they have guided us into the social media arena placing our sales growth on a new trajectory. We have relied upon their creativity and, perhaps more importantly, their ability to listen and pick up on who we are. Lately, we’ve been getting inquiries from others in our industry about who is on our design team. Questions that, for us, only confirm our decision to work with Orange Label Advertising.”

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties, including B2B, Healthcare, Education and Retail. Key clients include Chapman University, Friar Tux Shops, Dameron Hospital, Hawaii Forest & Trail, and Greenwell Farms. The agency principals are Wes Phillips, Rochelle Reiter and Debbie Nagel. Key Orange Label differentiators include its ‘Orange Exploration™’ fact-finding approach, powerful ‘View from the Field™’ research technique and ‘The Juice,’ a different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.orangelabeladvertising.com.

ABOUT HAWAII FOREST & TRAIL

Hawaii Forest and Trail has been exploring Hawaii since 1993. The company’s mission is to deliver guests an excellent, safe and fun learning experience, to support island communities and resources through philanthropy, sustainable business practices and a conservation ethic, and to provide a healthy, profitable, and rewarding environment for its ohana (family). On each and every one of its nine adventures, private and custom tours, and Kohala Zipline Zip & Dip tour, Hawaii Forest & Trail shares the splendor of Hawaii as part of its vision to inspire a deep connection with the natural world. To learn more, visit www.hawaii-forest.com.

ABOUT GREENWELL FARMS

Greenwell Farms legacy began in 1850 when Henry Nicholas Greenwell left England and first set foot on  the fertile soil of rural Kona. Henry spent the next 40 years farming, ranching and perfecting his Kona  coffee, soon exporting it to Europe and the Americas. In 1873, the President of the Kaiser’s Exposition in Vienna, Austria awarded the Greenwell's a "Recognition Diploma" for their Kona coffee at the World’s  Fair. Today, Greenwell Farms is situated in the heart of the Kona Coffee country adjacent to the ancestral home of Henry and Elizabeth, which is now occupied by the Kona Historical Society and Museum. The farm is managed by fourth generation Tom Greenwell. Greenwell Farms grows its own coffee, and operates its processing and visitor attractions on just under 100 acres of the most productive land in the  Kona District. The company also purchases coffee cherry from over 400 select farmers from the Kona region, shipping worldwide. To learn more, visit www.greenwellfarms.com.