We were tasked with the challenge of revitalizing Tourism Vanuatu’s existing brand campaign in a refreshingly way, relying on existing assets. Facing challenges of declining visitor numbers as a result of Cyclone Pam, Vanuatu needed to up its game and regain confidence and desirability within the Australian market and drive higher visitor numbers to this island paradise quickly.
Although 3.5 hours from Sydney, or 2.5 hours from Brisbane, in the current Pacific Islands landscape Vanuatu is being dwarfed by the likes of Fiji as alternative holiday destinations within easy reach of Australia, with high exposure and similar attributes – amazing beaches, great food, exceptionally friendly people. Within a cluttered landscape of beautiful beach destinations within close proximity, the multiple attributes that Vanuatu was presenting were not quite getting the cut through into the truly unique offerings of Vanuatu versus other Pacific Islands, like the plethora of adventurous activities on offer, and some of the world’s friendliest locals, all within a blissful oasis.
Putting customers at the heart of our thinking, we focused on city workers that want to get away from the concrete jungle and take some much needed time away from the office. We would all rather wake up on an island, and we developed this core insight which naturally thread through to our creative solution. It was this thinking that drove the campaign to encompass the three pillars of Happiness, Adventure and Freedom.
We delivered this incredible message through our three video edits, a 60 sec longform, and three pillar based 15 sec edits for the duration of the campaign. Bus posters for OOH, both features of the campaign are to be used within the CBD locations in Sydney and Brisbane.
We loved creating this campaign with our friends at Reborn Digital Agency. Time to start waking up on an island, and head to Vanuatu!