Our work

TRAVEL GUIDES X VANUATU TOURISM OFFICE

Vanuatu Tourism Office

2023

Travel Guides Campaign

Australian Experience Collectors

Seek opportunities to achieve mass market awareness of Vanuatu and its incredible travel experiences on a very limited budget.

Stealing share of voice from competitor destinations who employ much larger budgets to increase awareness and conversion.

Successfully won the bid against fierce competition to host Australia and New Zealand’s #1 travel program ‘Travel Guides’ in Vanuatu.
Negotiated an IP agreement with Channel Nine (the broadcasting network) to use cast images and quotes for a digital advertising campaign to increase awareness of Vanuatu, increase website visitation and drive booking consideration to Vanuatu in 2023 and 2024.
Developed high impact creative including uplifting quotes from the cast shared during the episode, providing Vanuatu with first-hand credibility from trusted personalities.
Secured run of network digital display across the Nine network for full share of voice during the Travel Guides season showing 10 May – 14 June.
Encouraged trade partners to develop their own marketing plans ahead of episode air date to leverage the exposure provided from Travel Guides and capture as much enquiry and bookings as possible.
Ran a website takeover on the Vanuatu.Travel website for the duration of the campaign, showcasing the Travel Guides itinerary with links to the various tourism operators and businesses.
Developed organic social reels and posts using cast member photos in destination and verifying the videos with the rating as provided by the cast e.g. “Vanuatu rated 5 stars by Travel Guides”

Estimated reach for digital campaign was 1,205,440 people in Australia
Display ads delivered 3,896 clicks to the VTO website with a CTR of 0.34%, above the benchmark: 0.04% – 0.07%
During the campaign period there was an increase in direct traffic to the VTO website of 255%
Organic Facebook post of cast in destination had an engagement rate of 10.2%
Travel wholesale partner reported a website traffic increase of 635% across 2 days following the episode airing. Conversions increased by 34% MoM.