The eight-week, video-led campaign aims to disrupt everyday routines and invites Australians to step out of their comfort zones to experience the wild, unpredictable adventures of Vanuatu.
Each touchpoint leads to www.vanuatu.travel/au/wakeupcall, where agents can discover a collection of exclusive deals.
“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,” said Ray.
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.
The launch marks the next phase of VTO’s ‘Answer the Call’ brand initiative, which tells the destination story through the eyes of an unlikely visitor, an everyday traveller stepping into the adventurous, offbeat experiences of Vanuatu.
The comedy-led promotion uses humour to connect with Aussies, showing off Vanuatu’s cheeky personality and sense of adventure.
“Tourism is vital to our country’s economy and recovery,” said Adela Issachar Aru, Vanuatu Tourism Office CEO.
“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.”
