Vanuatu Tourism focuses on the emotional impact it has on visitors with new brand positioning

Engine Group has created a campaign for the Vanuatu Tourism Office, showcasing the cultural experiences available to tourists across the multiple islands in the archipelago.

The campaign also sees the launch of a new brand positioning for Vanuatu tourism ‘Real, life-changing adventure’, which communicates the emotional impact a trip to the islands can have on a traveller.

The campaign is the result of a year of consultation between Engine Group, the Vanuatu Tourism office, key stakeholders and potential visitors.

The ad took 18 days to film as the crew travelled across the islands to capture the different experiences available on each island.

The OOH execution for Vanuatu that will appear on buses

Engine managing director, Tim Weger, said: “It’s a place where you can leave your comfort zone and still feel safe. This thinking helped us arrive at our core brand positioning of real, life-changing adventure.

“With tourism and tourism-related services sectors accounting for around 40% of GDP, we knew we had been entrusted with a hugely significant task. Every additional tourist we attract has a direct and positive impact on the people of Vanuatu. Creating positive change is why we do what we do and we’re confident this new positioning will pique the interest of those who have never had Vanuatu on their radar.”

A bus panel for Vanuatu Tourism

Creative director, Mark Smith, said: “We all have that little voice in our head urging us to live our best life. It’s particularly strong when you’re there. You can’t sit still because Vanuatu has an undercurrent that wants to drag you away on another adventure. That’s what we mean by the call of Vanuatu.”

The third OOH execution for buses


Agency: Engine Group
Managing Director – Tim Weger
Creative Directors – Mark Smith & Kory McAvoy
Senior Copywriter – Mark Smith
Senior Art Director – Ross Benn
Senior Graphic Designer – Megan Le-Nguyen
Account Director – Sarah Deery
Account Executive – Mila King

Client: Vanuatu Tourism Office
Chief Executive Officer – Adela Issachar Aru
Marketing Manager – Allan Kalfabun
Technical Advisor, Communications and Marketing Industry – Megan Thompson
Manager, Communication and Digital Assets – Nick Howlett

Production Company: Taxi Film Production
Post Production: Traffic Film and Video
Director/DOP – Tristan Houghton
Photographer – Israel Rivera & Bryan Crawford
Executive Producer – Andrew Wareham
Producer – Jill McMahon

Retouching: Dek Art & Design
Retoucher – Derek Leong

Sound Design: Rosco Audio
Senior Sound Designer – Ross Batten


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