Vanuatu Tourism Office


Vanuatu had dropped off the radar as a go-to destination for Australians. As it had no clearly-defined USP, travellers were increasingly choosing the default option of Fiji for a relaxing South Pacific holiday.


As part of a year-long process, we created a new destination brand positioning that promoted real, life-changing adventure. This multi-channel campaign invited potential travellers to leave the everyday behind and Answer the call of Vanuatu.

It shifted the focus from a list of things to see and do – to an emotional space that explored how it feels to experience life-changing moments. Because that’s the thing about Vanuatu: it has a way of drawing you outside your comfort zone to embark on adventures that last a lifetime.