Integrated Marketing Campaign
Vanuatu Tourism Office
Australian Experience Collectors
The Brief and our Approach
The brief was to launch the Vanuatu Tourism Office’s new brand – Answer the Call of Vanuatu – to Australian consumers and trade. The overall goal was to steal share of voice from competitor destinations who employ much larger budgets to increase awareness and conversion.
GTI took a very targeted approach to the launch campaign, creating three primary target audiences including fascinated families, curious couples and adventure seekers.
Creative was briefed to produce materials specifically for these target audiences and we implemented an online and offline data-led media buy to reduce wastage by targeting the right audiences with the correct creative (e.g. parents with children saw only family creative and young outdoor lovers saw adventure creative etc).
Following up initial launch period with remarketing campaign with tactical ads to drive bookings for 2020.
- Estimated reach for the entire campaign was 20,117,400 people in Australia.
- During the campaign period there was an increase in direct traffic to the VTO website of 39%.