Vanuatu kicks off new campaign
Vanuatu Tourism Office will this weekend soft-launch its first dedicated global brand campaign in Australia, its largest market.
With a tagline ‘Discover What Matters’ the campaign will differentiate Vanuatu from other South Pacific destinations.
Soft adventure is the central theme in the new campaign with a move away from traditional images of picture-perfect white sandy beaches in favour of authentic imagery portraying Vanuatu’s diversity of product and local culture.
Vanuatu Tourism Office general manager Annie Niatu said that it is significant that the industry in Vanuatu is taking the lead on promoting new experiences that are authentic and unique to Vanuatu.
“The Vanuatu Tourism Office and the industry in Vanuatu see the potential to attract Australians through nature-based, soft adventure activities and authentic cultural experiences,†she said. 

More than 65 percent of Vanuatu’s arrivals coming from Australia.
The Vanuatu Tourism Office has allocated an additional A$60,000 for co-operative advertising in Australia with Air Vanuatu, Coral Seas, Specialist Holidays, Qantas Holidays and Flight Centre.
Wotif has also launched a self-funded campaign to coincide with Vanuatu’s brand campaign.
To view the new-look website, visit vanuatu.travel
Ian Jarrett
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