Vanuatu Tourism Office (VTO)’s Australian representatives have rolled out the second phase of its ‘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 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.
Vanuatu Tourism Office (VTO)’s Australian representatives have rolled out the second phase of its ‘Wake Up in… https://t.co/yq4oIRTSAu
— GlobalTravelMedia (@EGTmedia) September 19, 2017
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.
Starting from Monday 18 September, 2017 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.
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 www.discovervanuatu.com.au/wakeupinvanuatu.
The tongue-in-cheek gifs show people in silly situations, like walking into a pole, that 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’s Australian representative, Georgia Gregerson said the campaign is a bit of fun designed to make people 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. Just over three hours from Sydney and two and half from Brisbane, Vanuatu is ideal for a couple’s getaway,” Ms Gregerson said.
“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.”
To generate further buzz around this idea online, VTO will 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.
— Vanuatu (@vanuatumoments) September 19, 2017
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 a strong digital and social presence.
This activity complements ongoing trade activity and agents receiving Vanuatu related enquires can learn more and complete the online training on the trade website, www.vanuatuspecialists.com.au.
The campaign will conclude 22 October, 2017 and details can be found at www.discovervanuatu.com.au.