Vanuatu Tourism Office has launched a $255,000 local consumer marketing campaign that plays on daily grind of Australian commuters with the aim of inspiring them to dream about a Vanuatu holiday where they are free of life’s ongoing obligations.
The message of the ‘Wake Up in Vanuatu’ campaign is an evolution of the Vanuatu destination brand Discover What Matters, and has three content pillars to showcase what is on offer in Vanuatu for visitors.
The campaign also places an emphasis on reaching commuters in Sydney and Brisbane because of direct flight links to Vanuatu from these cities.
It will be promoted on outdoor media bus panels in Sydney and Brisbane, and supported by a strong digital and social advertising presence, using hero videos, digital display and social adverts on targeted digital channels.
The campaign will run in NSW, Queensland and Victoria until the end of May.