Vila Times

VTO continues ‘Wake Up in Vanuatu’ marketing campaign in Australia

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Vanuatu Tourism Office (VTO)’s Australian representatives have rolled out the second phase of its ‘Wake Up in Vanuatu’ marketing campaign designed to inspire Australian travellers to use their annual leave and book a holiday to Vanuatu.

Leveraging the fact that many Australians 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. It positions Vanuatu as the perfect destination for a short-haul, couples retreat.

The strategy, developed in collaboration with advertising agency Reborn, will incorporate a radio advertising campaign on Sydney Nova 96.9, Sydney Smooth 95.3 and Brisbane Nova 106.9.

VTO will give 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 should listen to Nova Radio and Smooth FM.

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.

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.

This is the second phase of the ‘Wake Up in Vanuatu’ campaign, the first phase featured outdoor advertising in Brisbane and Sydney, and was supported by digital and social presence.

As we have reported earlier, Vanuatu’s share of the tourism market in Pacific in the second quarter of 2017 has been only 4.6%, lower than Palau, Timor Leste and New Caledonia. Fiji still the leader in Pacific with 40.6% share.