Vanuatu Tourism Office (VTO) has announced an exciting consumer-facing marketing campaign designed to generate awareness of the South Pacific destination, promote knowledge of the brand and inspire Australian travellers to book a holiday in Vanuatu.
The AUD$1.5 million campaign, which will target couples and families, will embrace the mantra ‘discover what matters’ and will allude to the notion there is something very special in Vanuatu waiting to be discovered and it has been right in front of us all along.
The campaign, which will be spearheaded by a heart-felt television commercial (TVC), will draw on the importance of taking time out and slowing down. This will be reflected through eight life-affirming tenets that will form the content pillars of the campaign.
VTO’s general manager, Linda Kalpoi, said the latest campaign has been established based on what the people of Vanuatu believe in and practice every day.
“We want to share these important life values and encourage others to take a holiday that not only introduces them to new cultures, food and experiences, but that also encourages them to explore Vanuatu in a way that will help them to reconnect and discover what truly matters,” said Ms Kalpoi.
“Whether it’s to slow down to a tropical pace; reconnect with friends and nature on a pristine, white beach; or share laughter with the friendly locals, Vanuatu’s new campaign will inspire visitors to uncover what’s important to them and in turn, reveal how they can experience these important life tenets in Vanuatu. We want to bring friends, family, health and happiness to the forefront as these are the things that really make a holiday special.”
The two phase strategy, developed in collaboration with Sydney-based creative agency Circul8, will begin in June with an aspirational and tactical approach to drive awareness and bookings. This will then flow into the second phase of social media engagement and a competition element, scheduled to run in July.
This messaging will roll out across a number of the campaign’s elements including the newly launched, consumer-facing campaign website, www.discovervanuatu.com.au featuring inspiring travel content together with important tourism information and booking deals. Travel packages featured on the website will click through to hotel operators, airlines and wholesalers, where holidays can be booked directly.
A consumer engagement competition, to be promoted on the website and through eDMs and social media, will give entrants the chance to win a trip to Vanuatu by simply sharing what matters most to them.
In addition to this, the messaging will be communicated via digital advertising, co-operative campaigns with wholesalers, social media activity and through a PR strategy including both traditional media and digital influencers. This activity complements ongoing trade activity, including a recently launched trade website, www.vanuatuspecialists.com.au, online training, a famil incentive and an upcoming travel agent roadshow. For more information visit www.discovervanuatu.com.au
The campaign launch comes as Virgin Australia resumed flights from Australia to Vanuatu, with the first plane landing at Port Vila’s Bauerfield International Airport following the completion of the runway’s first phase of rehabilitation.
Ms Kalpoi said the tourism industry is thrilled to welcome Virgin Australia back and acknowledged the importance of the airline’s return for the country’s tourism industry.
“We warmly welcome Virgin Australia back to Vanuatu and with even more flight options now available, we encourage Australian travellers to consider Vanuatu as their next holiday destination.”