In a new destination brand positioning developed by Engine Group for the South Pacific nation, potential travellers are being asked to leave the everyday behind and Answer the call of Vanuatu.
The work is the result of a year-long process with the Vanuatu Tourism Office that involved robust consultation and engagement with key stakeholders both in-country and in key markets.
The multi-channel launch advertising campaign is the first creative written out of the new brand strategy. It marks a significant shift in direction since the last work over a decade ago – and reflects the many changes in the tourism space in that time.
Filmed over 18 days across multiple islands in the archipelago, the campaign focuses less on things to see and do – and more on the emotional impact of life-changing moments.
Vanuatu is a rough diamond – real and authentic, with adventure at every turn. It brings you back to earth, clears your mind of all the stuff that doesn’t matter and replaces it with amazing stories to tell.
Says Tim Wger, managing director, Engine: “It’s a place where you can leave your comfort zone and still feel safe. This thinking helped us arrive at our core brand positioning of real, life-changing adventure.
“With tourism and tourism-related services sectors accounting for around 40% of GDP, we knew we had been entrusted with a hugely significant task. Every additional tourist we attract has a direct and positive impact on the people of Vanuatu. Creating positive change is why we do what we do and we’re confident this new positioning will pique the interest of those who have never had Vanuatu on their radar.”
Says Mark Smith, creative director, Engine: “We all have that little voice in our head urging us to live our best life. It’s particularly strong when you’re there. You can’t sit still because Vanuatu has an undercurrent that wants to drag you away on another adventure. That’s what we mean by the call of Vanuatu.”
Agency: Engine Group
Managing Director – Tim Weger
Creative Directors – Mark Smith & Kory McAvoy
Senior Copywriter – Mark Smith
Senior Art Director – Ross Benn
Senior Graphic Designer – Megan Le-Nguyen
Account Director – Sarah Deery
Account Executive – Mila King
Client: Vanuatu Tourism Office
Chief Executive Officer – Adela Issachar Aru
Marketing Manager – Allan Kalfabun
Technical Advisor, Communications and Marketing Industry – Megan Thompson
Manager, Communication and Digital Assets – Nick Howlett
Production Company: Taxi Film Production
Post Production: Traffic Film and Video
Director/DOP – Tristan Houghton
Photographer – Israel Rivera & Bryan Crawford
Executive Producer – Andrew Wareham
Producer – Jill McMahon
Retouching: Dek Art & Design
Retoucher – Derek Leong
Sound Design: Rosco Audio
Senior Sound Designer – Ross Batten
Music Composer – Ack Kinmonth