The Hawaii Visitors and Convention Bureau has partnered with London-based Aurasma to incorporate the company’s augmented-reality technology into a monthlong marketing saturation campaign in Chicago.

During the month of October, commuters traveling through Chicago’s busy Clark and Lake Station can use their mobile devises to tap into a selection of videos linked to marketing images hung throughout the station. After downloading the free Aurasma program, users simply point their iPhone4, iPad2, or Android 2.2 devices at the Hawaii posters and “the images come to life.”

“This new augmented reality helps engage and tantalize potential travelers to Hawaii like never before,” Jay Talwar, the HVCB’s senior vice president of marketing, said in a statement. “Bringing one-dimensional images to life puts Chicago commuters as close to being in Hawaii as possible in a compelling way.”

HVCB officials said the Aurasma initiative is the first of its kind launched by a U.S. destination tourism campaign and is part of a monthlong marketing blitz in Chicago that has combined print, broadcast, online and outdoor advertising with public relations, consumer events and travel trade outreach.

Visit for a video demonstration of the HVCB’s use of the augmented-reality technology.
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