Vanuatu Tourism Office launches new branding: ‘Answer the Call of Vanuatu’

Life is about moments. Image: VTO website

This is the new marketing rally cry for Vanuatu unveiled by the Deputy Prime Minister and Minister for Tourism, Trade, Commerce and Ni-Vanuatu Business, Jotham Napat in Port Vila yesterday, following an extensive research, consultation and development process.

“Visitors to Vanuatu always make such a strong connection to Vanuatu when they visit, and it is this connection and engagement with people and place that we have aimed to capture”, says the Deputy Prime Minister.

“It was imperative to the Vanuatu Tourism Office that we capture the essence of the Ni-Vanuatu people in our marketing program, as our research says this is always at the core of any holiday experience in Vanuatu. We believe we have achieved this by sharing moments enjoyed by our visitors every day. We have presented Vanuatu in a fun, light-hearted, and cheeky way. This is our approach to life in Vanuatu—and what we know people love when they visit”, says VTO CEO Adela Issachar Aru.

“They say life is about moments! There are moments that make us laugh, cry, change our perspective, and open our eyes and hearts. The moments we remember are those of consequence and significance—the ones we file away in the scrapbooks of our lives. That’s especially true when it comes to holidays and creating moments to treasure.

“So it makes sense that when you Answer the Call of Vanuatu, you’ll be swept away by any number of incredible moments that will make you feel good. It is these moments that you will see captured across our marketing channels.”

“I am proud to say that we travelled to all six provinces to capture the images and experiences showcased in the campaign, some never filmed before. We think it is this that has helped us capture the essence of Vanuatu,” says Mr. Napat.

The new Chairman of the Vanuatu Tourism Office, Mr. Ben Leeshi, says, “We have captured a range of moments and we will be working our tourism industry partners, visitors and local community to grow our Vanuatu Moments and share them with their friends, family and networks”.

Answer the Call of Vanuatu is more than just a campaign, however. Over time, it is our goal that it will become a way of doing business for the tourism industry. We aim to integrate the sentiment of Answering the Call of Vanuatu into a range of programs that improve the Vanuatu visitor experience. This includes customer service, environmental practises and how we present stories about kastom and culture to our visitors.

“Vanuatu is looking towards the future with the release of this new brand campaign. It is one that will take us through our next stage of growth. The new brand and market positioning are a cornerstone in the 2030 Vanuatu Tourism Market Development Plan. The new creative execution will communicate our strategic messages to potential visitors”, says Mr. Leeshi.

“This contemporary new approach to the tourism marketing of Vanuatu is led by the feedback and insights provided by visitors to Vanuatu. Vanuatu is competing against other destinations around the world, and no longer can we just promote a list of things to see and do. We need to connect with people and demonstrate how Vanuatu will make you feel”, says Mr. Leeshi.

“This year saw Air Vanuatu commence new services from Melbourne to Port Vila and increased capacity from Auckland. The Vanuatu Government has also completed works on runways in both Espiritu Santo and Port Vila, and we hope to see other airlines bring visitors to our shores”.

“The Vanuatu Tourism Office needs to ensure that Vanuatu is on the holiday shopping list in our target markets so that we are in the prime position to take advantage of these developments. We believe that tourism can lead the future prosperity of Vanuatu. We are inviting the world to visit Vanuatu for a real, life changing adventure”.

The work leading up to today’s launch has been supported by the New Zealand Government, which through its aid program is a major backer of tourism development in Vanuatu.

New Zealand High Commissioner to Vanuatu Jonathan Schwass says the new brand and marketing campaign represents a major turning point in how Vanuatu presents itself to the world.

“This campaign is the outcome of a huge amount of research and consultation, and it’s carefully aligned with what potential visitors really need to hear about this country and its remarkable culture and environment”, Mr Schwass says.

“Tourism is one of this country’s single biggest income earners, and pitching the Vanuatu marketing message in a new and fresh way will provide a significant driver for national development”.

“New Zealand has worked closely with the VTO over the past three years, and looks forward to continuing that successful association in the years ahead”.

“In summing up, we are thrilled to share with you this next step in our tourism evolution”, says Ms. Aru.

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