Vanuatu Tourism Office (VTO) has unveiled its latest brand campaign iteration, ‘The Wake-Up Call’, fronted by comedian and Have You Been Paying Attention regular, Ray O’Leary.
The eight-week video-led campaign kicks off today and aims to disrupt everyday routines and inspire Australians out of their comfort zones and glimpse the wild, unpredictable adventure found in Vanuatu.
The campaign marks the next phase of VTO’s ‘Answer the Call’ brand campaign. Developed in partnership with creative agency Apparent and GTI Tourism, the destination and brand story are told from the fresh perspective of an unlikely Vanuatu visitor. This character-driven comedy aims to connect with Aussies through humour, tapping into the destination’s cheekiness whilst showcasing the destination as an adventurer’s playground.
Ray O’Leary, comedian and campaign frontman, said he came to Vanuatu as an everyday traveller breaking out of his routine.
“Just a few short weeks ago, I was living a life of routine. A hum-drum existence marked by grey days and even greyer suits,” he said.
Rolling out across TikTok, Facebook, Instagram, YouTube and programmatic channels from today, ‘The Wake-Up Call’ has an estimated combined reach of over 9.3 million Australians. Each touchpoint leads to the Vanuatu travel website where agents can discover a collection of exclusive offers.
Following the challenges of recent years, the campaign is designed to boost destination awareness and encourage Australians to put Vanuatu at the top of their holiday list. By casting O’Leary, a comedian not typically associated with adventure travel, the campaign delivers a relatable character with humour and authenticity as he’s won over by the unforgettable experiences across Vanuatu’s 83 islands, from crossing suspension bridges to trekking waterfalls and immersing himself in the local Ni-Van traditions.
Vanuatu Tourism Office CEO, Adela Issachar Aru, said the campaign approach inspires Australians to step outside of their comfort zones and answer their own call to the multitude of adventures to be had in Vanuatu.
“Tourism is vital to our country’s economy and recovery. As Australia continues to be one of our most important visitor markets, with this campaign, we’re inviting our neighbours with a cheeky smile, to wake up and rediscover Vanuatu as a holiday destination filled with adventure and connection, all within easy reach,” she said.
“It’s exciting to see Vanuatu’s story told in such a bold and engaging way, reminding travellers that there’s a world of adventure and fun right on their doorstep.”
GTI Tourism, managing director Sarah Anderson, said the campaign builds on recent successes and provides trade partners with a platform to drive bookings.
“The Wake-Up Call is a fun campaign showcasing Vanuatu, which is just three hours from Australia, highlighting the incredible Ni-Vanuatu culture and pristine natural environments,” Anderson said.
“By combining humour with authentic storytelling, the campaign aims to cut through a crowded travel market and support Vanuatu’s tourism recovery.”
Apparent managing director Suzy Smiley said the campaign uses humour to bring the Vanuatu story to life through a fresh, relatable lens.
“Tourism advertising for Pacific destinations is a sea of sameness, with the same tropes repeated over and over again. To share what makes Vanuatu different, we needed to do so with a new, distinctive voice
“‘The Wake-Up Call’ is all about breaking you out of your routine, answering the call of Vanuatu with an adventure. And in Ray O’Leary we found not just the perfect comedic talent, but someone willing to throw himself into the experience—sometimes quite literally.”
With direct connections from Qantas, Virgin Australia, Solomon Airlines and Jetstar, Vanuatu is one of the South Pacific’s most accessible destinations for Australian travellers. ‘The Wake-Up Call’ campaign provides trade partners with fresh content and a platform to inspire bookings, highlighting the breadth of experiences across Vanuatu’s 83 islands.
Credits:
Client: Vanuatu Tourism Office
Marketing and PR strategy: GTI Tourism
Creative strategy and execution: Apparent
