Vanuatu Tourism Office’s (VTO’s) Australian representatives have rolled out the second phase of their ‘Wake Up in Vanuatu’ consumer-facing marketing campaign designed to inspire Australian travellers to use their annual leave and book a holiday to Vanuatu.
Leveraging the fact that many Aussies don’t use their annual leave, the digital and radio led-campaign plays on the idea that silly mistakes happen when you’re in desperate need of a holiday, with Vanuatu being the perfect destination for a short-haul, couples retreat.
The strategy, developed in collaboration with advertising agency Reborn, incorporates a radio advertising campaign on Sydney Nova 96.9, Sydney Smooth 95.3 and Brisbane Nova 106.9.
As part of the campaign, VTO is giving away more than 20 holidays for two to Vanuatu, including flights, accommodation, breakfast and transfers. For details on how to win, Sydney and Brisbane residents are encouraged to listen to Nova and smoothfm.
Competition sponsors include: Air Vanuatu; The Havannah, Vanuatu; Holiday Inn Resort, Vanuatu; Barrier Beach Resort; and White Grass Ocean Resort.
Working alongside the radio campaign, VTO will also roll out a digital strategy, which targets couples and includes cheeky short videos (GIFs) running on Facebook and Instagram, with ad spend directing them to a custom website.
The tongue-in-cheek GIFs show people in silly situations, like walking into a pole, which could have been avoided if they’d chosen to take a break and ‘Wake Up in Vanuatu’.
In a bid to win a holiday to Vanuatu, people will then be encouraged to share their images, videos and stories on their social platforms of the daft things they’ve done because they’re in desperate need of a trip away, including the hashtag #WakeUpInVanuatu.
VTO will also engage influencers through the online marketplace Tribe to share posts revealing why they too need a holiday and encouraging their communities to enter the competition.
VTO’s Australian representative, Georgia Gregerson, said the campaign is a bit of fun designed to give people a chuckle and encourage them to think about whether it’s time they took a holiday.
“So many Australians are letting their annual leave build up rather than booking a holiday, and we hope this campaign will help them discover that Vanuatu is a beautiful, fun destination,” she said.
“Just over three hours from Sydney and two and half from Brisbane, Vanuatu is ideal for a couple’s getaway.
“We’ve engaged entertaining radio hosts to communicate our message and the GIFs being used online are light, humorous and very shareable, with the aim to invite Sydney-siders and Brisbane-ites to book a holiday to Vanuatu.”
The campaign will conclude on Sunday 22 October 2017.
Foxtel Media has announced four new offerings to provide advertisers expertise in more targeted, dynamic media delivery as part of a realignment towards digital. The new offerings are Foxtel Xplore Audience targeting on Kayo, addressable audience targeting on Foxtel Go, the ability to target in-venue viewers on Fox Venues, and a new Dynamic Trading Platform. […]
On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]
Global marketing agency LEWIS today revealed findings from its new global research on gender inequality, conducted in support of the global HeForShe movement. You can read the report in full here. The report shows the impact and perceptions of gender inequities during the pandemic across 13 countries. The findings reveal an alarming trend: 98 per […]
Social relations agency, Haystac, part of the BWM Dentsu Group, has been appointed PR agency for Dairy Australia following a competitive pitch. As the national services body for the dairy industry, Dairy Australia supports the profitability and sustainability of dairy farming and its role in producing quality, nutritious food, while committing to the care of […]
While the Sydney Sixers won the BBL season ten trophy, Rexona Clinica won the summer sports marketing battle with a game-changing sponsorship idea. BBL 2020-21 series will go down as the ‘Year of the Pit’ after Rexona Clinical owned the summer after unveiling its new form of advertising sponsorship – ‘Pitvertising’. The concept, devised by […]