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New Zealand

NEW YEAR CAMPAIGN 2023 Market Activity

Expression of Interest (EOI)


The Vanuatu Tourism Office (VTO) is a statutory body (owned by the Vanuatu Government), with the role of tourism destination marketing both internationally and domestically. Since the reopening of border in 01 st July, 2022, VTO is implementing its recovery marketing strategies to increase destination brand awareness to consumers for securing bookings during the low season.


This campaign entitled with a flashy tagline as the ‘Kiwi’s holiday’ describes a break from work or study, to travel for a kiwi holiday away from home to adventurous Vanuatu.


Vanuatu is just over a 3 hours flight from Auckland to Port Vila, and it offers a fantastic winter getaway for any kiwis going on a holiday. This campaign will target consumers wanting to get away during their winter time to a warm, sunny, adventurous and fun holiday with experiences to tick-off their bucket list.


The VTO is looking to undertake this New Year campaign in various cities in New Zealand to drive awareness, bookings and visitation in 2023.


The VTO would like to hear from any suitably qualified businesses, agencies interested in submitting a proposal on working on this exciting campaigns.

Objective:
A combination of strong brand awareness in key “summer” media platforms supported with a
strong tactical component to support the conversion. Tactical conversion will be through multiple
channels:
- Direct accommodation and tour deals listed on www.vanuatu.travel/nz/deals
- Trade partner engagement – Retail Agents throughout NZ
- Air Vanuatu

Background:
Tourism has predominantly in the past directly contributed approximately 18% to GDP, 46% indirectly as cited by numerous regional and international reports. In Vanuatu tourism supports a wide range people including tourism business owners, handicraft sellers, transport providers, landowners and agricultural producers to name a few. Historically New Zealand has been the second largest tourism travel market for Vanuatu, representing 17% of total visitation and yield. Visitation from New Zealand to Vanuatu in 2019, with a total of 15,076 spending approximately $1,127 per trip.

The Vanuatu borders had been closed since March, 2020 and for more than 2 years, it has impacted negatively the purpose of travel for tourism into Vanuatu and has a downturn on the economic development of the country also.


Vanuatu’s borders have since opened on 01 st July, 2022 with restrictions removed also at the border level for entry and this has since then commenced a rebound on the tourism demand and travel into the destination.


The Vanuatu Tourism Office is currently investing in a significant omni-channel marketing campaign to be implemented for the new year campaign from January to February 2023. As one of our closest neighbours, travel between Vanuatu and New Zealand for tourism purposes is varied from long weeks, to events, and new adventure experiences. There is a significant amount of business travel, including regional seasonal work programs, and also visiting friends and relatives.

Strategic Platforms
Destination marketing for Vanuatu is led on by the recently developed brand positioning and creative platform of Answer the Call of Vanuatu. More information can be found here www.vanuatu.travel/en/answerthecall.


“Vanuatu delivers a real-life changing adventure by offering a more exciting way to relax.” 

The Vanuatu Sustainable Tourism Strategy was endorsed in 2021 to implement the Government tourism policy for developing and promoting a sustainable type of tourism development and to ensure that tourism in Vanuatu is more inclusive of the local community and the benefits of tourism spread more broadly.


The Vanuatu Tourism Market Development Plan 2030 (released in 2019) lays out the platform for source and target markets. This plan will be reviewed following updated research and the initial stages of recovery from the COVID-19 pandemic.


Also released in 2020 was the Vanuatu Sustainable Cruise Tourism Development Strategy which provides forward thinking strategies for this important sector, once cruising resumes in the Pacific and to Vanuatu.


Recovery Marketing Program
Our current focus is on the recovery marketing programs and securing travel to Vanuatu in the short to medium term. The Vanuatu Tourism Office is working for a 4-stage process towards border reopening.

1.   Tourism Ready - Facilitate activities and policies that prepare Vanuatu and its citizens for border opening and safe travel for Vanuatu citizens, business connections, and international visitors.
2.   Market Ready – Ensure Vanuatu and its tourism and aviation stakeholders are prepared for welcoming back international visitors through demand generating activities.
3.   Market Opening – Implement marketing campaigns to create awareness, interest, and demand for Vanuatu in a competitive environment to generate economic benefit and dispersal of benefit.
4.  Sustainable Demand and Market Diversification – implement programs that focus on product development and supporting market diversification for the long-term growth and benefit to Vanuatu. Maintenance on tradition business models must be maintained.

 

Expression of interest
Please submit an Expression of Interest in your preferred format inclusive of the following
information:

  • Agency profile, credentials and other relevant information

  • Profile of key team members

  • Sampling of current and recent client list with testimonials

  • Examples of successful marketing and communications campaigns

  •  Agency fees and examples of campaign costs


Closing Date of Submission
All Interested businesses, candidates, or consortiums are to provide written proposals to VTO’s Short Haul Markets Manager, Mr. Paul Pio (This email address is being protected from spambots. You need JavaScript enabled to view it.), before the closing date of Friday 04th November, 2022, before 4:30 PM office closure of business day with specific reference entitled ‘NZ New Year Campaign Activity 2023’.