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VANUATU TOURISM OFFICE: BOXING DAY CAMPAIGN

Vanuatu Tourism Office

2023

Boxing Day Sale

Australian international travellers

Conduct a consumer marketing campaign to drive booking conversions with a tactical offer from airline partner Air Vanuatu.

Fierce competition from other South Pacific destinations, and other Boxing Day sale activity.

GTI developed a multi-faceted campaign that included social media, YouTube, native article and digital display advertising promoting a strong lead in airfare
Utilise strong relationships in destination to support the campaign by providing attractive accommodation deals available for consumers to book direct on the Vanuatu.Travel website
Led with creative that promoted the strong value of the offer and the destination across all channels, with native editorial articles promoting why Vanuatu is a must-visit destination
Geotargeted messaging and price points for each departure city (Brisbane, Sydney & Melbourne), for flights into Port Vila and Espiritu Santo from Brisbane
Communicated offers with GTI trade and consumer databases further increasing awareness of Boxing Day sale to those who have already expressed interest in the destination

Vanuatu Tourism Office social content generated a total of 9.98 million impressions (KPI was 2.7 million)
The social content had 120,159 click-throughs (KPI was 26,664)
Digital display content generated a total of 5.26 million impressions and 9,237 clicks-throughs
20% Open Rate and 5.3% Click Through Rate on Trade eDM
30% Open Rate and 3.8% Click Through Rate on Consumer eDM
Exceeded airfares sold booking targets