Moon unveils first Vanuatu Tourism campaign this week – includes new logo and brand identity

The Vanuatu Tourism Office will this week debut its first ever destination marketing campaign, aiming to significantly increase the number of Australian and New Zealand travellers visiting its largely unexplored tropical islands.

Developed by Moon Communications Group, Sydney (part of STW Group) after winning the competitive pitch earlier this year, the brand campaign will use the new tagline ‘Discover What Matters’ along with stunning emotive concepts to communicate the island’s distinct offering.

Targeting younger couples, adventure seekers and empty nesters, it comes to life through a strategic media buy that uses digital, outdoor media and national print to drive brand awareness and tactically motivate travellers to visit Vanuatu’s website.

It also includes a new logo and brand identity to complete Vanuatu’s new look and feel. A revamped website and other marketing elements such as co-op advertising, a travel trade site and a social media network campaign are also due to be launched within the next few months.

“We wanted to create a strong emotional connection between the audience and Vanuatu’s people. In doing so, we’ve placed focus on the people and the emotions that they experience when in Vanuatu. It’s an immersive place where you can get up close and interact with the locals and the landscape, and the photography is reflective of that,” said Janaya Galloway, Moon’s associate creative director.

“The use of the vivid colour palette, the visual language that draws inspiration from traditional sand drawings, plus the mixed use of human emotion and landscape photography are all used to stimulate the senses and promote the destination as a place where people can choose to completely relax, explore or immerse themselves in the vibrant culture,” said Galloway.

“It’s exciting to be part of this significant milestone for Vanuatu Tourism. We wanted to clearly communicate the true hidden gem that is Vanuatu and ensure it is on everyone’s must-do list. Creatively, we also wanted to take a different approach to tourism advertising. We’ve explored a different way to differentiate, and motivate,” added Galloway.

The launch of this campaign follows Moon’s work on a number of other destination-based branding and strategy projects, including the recently launched Brand Sydney, Sydney Harbour Foreshore Authority, the country of Jamaica and the city of Parramatta.

Executive Creative Director: Greg Logan

Production: Marcella Sullivan