April Masini pioneered the first cross-promotion between a major Hollywood studio and the State of Hawaii. She negotiated a groundbreaking deal with Universal Studios for the film Blue Crush, raising $16 million and securing perpetual rights to the film’s marketing materials and footage. These rights, granted through her private contract, have been used by the United States Department of Commerce to promote Hawaii worldwide — including a major campaign in the London Underground. She did not charge the State of Hawaii or the U.S. Department of Commerce for her work or for these rights.