In a bold move to solidify Vanuatu as a premier travel destination, the Vanuatu Tourism Office (VTO) is actively seeking expressions of interest from leading Australian creative agencies. This strategic initiative aims to significantly boost the nation’s tourism numbers, leveraging new flight routes and an aggressive marketing campaign scheduled to run from November 1, 2024, through November 30, 2025.

With the launch of new flights to Vanuatu from Qantas, Jetstar, and Solomons Airlines in 2024, this Pacific paradise is poised for a tourism boom. The VTO’s call for a creative partner underscores its commitment to capturing the hearts of Australian travellers with a comprehensive marketing strategy that spans digital, social media, and traditional channels.

A Comprehensive Marketing Mission

The selected agency will take on a challenging yet exciting 13-month project, valued at AUD $250,000 plus GST, with additional expenses covered up to AUD $150,000. This mission is not just about advertising—it’s about weaving a narrative that resonates with potential visitors, encouraging them to “Answer the Call of Vanuatu.”

The agency will work within Vanuatu’s established brand platform, delivering two fully integrated campaigns to amplify the nation’s appeal. This includes a robust, always-on social media strategy, digital advertisements, paid social creatives, and outdoor and print materials, all crafted to drive Australian travellers’ intentions to explore Vanuatu’s pristine landscapes and vibrant culture.

Essential Requirements and Submission Guidelines

Agencies interested in this prestigious project are invited to submit a comprehensive Expression of Interest (EOI). The EOI should include an overview of the agency’s background, highlighting Australian locations and team member bases. A list of in-house services, current clients, and up to three relevant case studies from 2021-2024 is also required. These case studies should demonstrate the agency’s ability to manage creative and media budgets ranging from AUD $150,000 to $500,000.

Additionally, agencies must provide an organizational chart, team bios for key members—clearly indicating whether they are permanent employees or contractors—and a one-page written description of the proposed approach to growing visitor arrivals to Vanuatu via digital and social channels with the given budget. A rate card should also be included in the submission.

A Gateway to Opportunity

This opportunity arrives at a pivotal time for Vanuatu as the country looks to maximize the impact of increased air connectivity from Australia. The chosen agency will play a crucial role in shaping the future of Vanuatu’s tourism landscape, driving awareness and converting curiosity into bookings.

Agencies are encouraged to submit their EOI by close of business (AEST) on Friday, September 20, 2024, to Sarah Anderson at sanderson@vanuatu.travel. Sarah Anderson can be reached at the same contact for further inquiries or additional information.

VTO invites all interested agencies to participate in this transformative journey, which will set the stage for Vanuatu to become the top-of-mind destination for Australian travelers.

For ongoing updates on Vanuatu’s tourism initiatives, visit Vanuatu Specialists for trade information and Vanuatu Travel for consumer insights.

Written by: Anne Keam

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