Vanuatu Tourism Office (VTO) has launched a new campaign using Kiwi comic and Have You Been Paying Attention? TV series regular Ray O’Leary to urge Australians to get out of their comfort zones and experience the South Pacific nation’s wild nature.
The eight-week, video-led campaign marks the next phase of VTO’s ‘Answer the Call‘ brand campaign, using humour to boost destination awareness and consideration among Aussie holidaymakers.
Developed with creative agency Apparent and GTI Tourism, the campaign tells the destination story through the eyes of unlikely visitor Ray, an everyday traveller stepping into the adventurous, offbeat experiences of the South Pacific nation.
By casting O’Leary, a comedian not typically associated with adventure travel, the campaign delivers a relatable character with humour and authenticity as he’s won over by the unforgettable experiences across Vanuatu’s 83 islands, from crossing suspension bridges to trekking waterfalls and immersing himself in the local Ni-Van traditions.
Rolling out across social media and programmatic channels from 22 September 2025, ‘The Wake-Up Call’ has an estimated combined reach of more than 9.3 million Australians. Each campaign touchpoint directs travel advisors to exclusive deals.
Following recent challenges, VTO CEO Adela Issachar Aru said the campaign approach is designed to boost destination awareness and encourage Australians to put Vanuatu at the top of their holiday list.
“Tourism is vital to our country’s economy and recovery. 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,” she said.
GTI Tourism Managing Director Sarah Anderson said the campaign builds on recent successes and provides trade partners with a platform to drive bookings.
“The Wake-Up Call is a fun campaign showcasing Vanuatu, which is just three hours from Australia, highlighting the incredible Ni-Van culture and pristine natural environments,” she said.
“By combining humour with authentic storytelling, the campaign aims to cut through a crowded travel market and support Vanuatu’s tourism recovery.”
For more info, head to vanuatu.travel/au
