Ray O'Leary at Blue Lagoon. Credit: Vanuatu Tourism Office.
Independent full service agency Apparent today unveiled its latest campaign for Vanuatu Tourism Office, The Wake-Up Call, fronted by comedian and Have You Been Paying Attention? regular Ray O’Leary.
The eight-week video-led campaign encourages Australians to disrupt their everyday routines, get out of their comfort zones, and experience the raw, unpolished adventure of Vanuatu.
The campaign rolls out across Facebook, Instagram, YouTube and programmatic channels from today.
Created and line-produced by Apparent in partnership with GTI Tourism, the campaign marks the next phase of Vanuatu’s Answer the Call brand campaign
The destination and brand story are told from the fresh perspective of an unlikely Vanuatu visitor, Ray O’Leary. The character-driven comedy aims to connect with Aussies through humour, tapping into the destination’s cheekiness whilst showcasing it as an adventurer’s playground.
“We wanted to make something true to Vanuatu - raw, energetic and fun,” said Hamish Stewart, chief creative and experience officer, Apparent.
“Ray has been an incredible partner, delivering the promise of accessible adventure with humour and heart.”
Suzy Smiley, managing director, Apparent said tourism advertising for Pacific destinations is a sea of sameness.
“To share what makes Vanuatu different, we needed to do so with a fresh, distinctive voice,” she said.
“The Wake-Up Call is all about breaking you out of your routine, answering the call of Vanuatu with an adventure just three hours from Australia.
“And in Ray O’Leary we found not just the perfect comedic talent, but someone willing to throw himself into the experience - sometimes quite literally.”
In one video, O’Leary says he came to Vanuatu as a traveller in need of a break: “Just a few short weeks ago, I was living a life of routine,” he says. “A hum-drum existence marked by grey days and even greyer suits.”
Vanuatu Tourism Office CEO, Adela Issachar Aru, said tourism is vital to the economy.
“As Australia continues to be one of our most important visitor markets, with this campaign we’re inviting our neighbours with a cheeky smile, to wake-up and rediscover Vanuatu as a holiday destination filled with adventure and connection, all within easy reach,” said Aru.
Credits:
Vanuatu Tourism Office: Adela Issachar Aru, CEO
Creative Agency: Apparent
Marketing and PR Tourism agency: GTI Tourism
Chief Creative Officer: Hamish Stewart Creative Director: Louise Acret Copywriter: Jessie Staszkiewicz
Art Director: Alana von Drehnen Designers: Tom Twiby, Ruben Savariego, Alexander Kingsford, Bettina Winkler
Executive Producer: Tanya Tankiang Senior Producer: Jack Caldwell Business Director: Hayden Mead
Suzie Cotterill: Group Account Director
Account Director: Tasha Meehan
Senior Account Manager: Jess Barry
Chief Strategy Officer: Jason Hill
Strategy Director: Josh Fardell
Production Company: Apparent
Production Credits: Apparent
Casting: Apparent Talent: Ray O’Leary Director: Josh Logue
DOP: Mike Roberts 1st AC: Sam Connolly Sound Operator: Predrag Malesev Edit: Heckler Post Soundmix: Otis Studios
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