Comedian Ray O’Leary Swims in Crystal Clear Vanuatu Waters in Suit and Tie

Apparent today unveils the latest brand campaign for Vanuatu Tourism Office, ‘The Wake-Up Call’, fronted by comedian and Have You Been Paying Attention? regular, Ray O’Leary.

The eight-week video-led campaign encourages Australians to disrupt their everyday routines, get out of their comfort zones, and experience the raw, unpolished adventure of Vanuatu.

Created and line-produced by Apparent in partnership with GTI Tourism, the campaign marks the next phase of VTO’s ‘Answer the Call’ brand campaign.

The destination and brand story are told from the fresh perspective of an unlikely Vanuatu visitor, Ray O’Leary. The character-driven comedy aims to connect with Aussies through humour, tapping into the destination’s cheekiness whilst showcasing it as an adventurer’s playground.

Apparent chief creative and experience officer Hamish Stewart said, “We wanted to make something true to Vanuatu -- raw, energetic and fun. Ray has been an incredible partner, delivering the promise of accessible adventure with humour and heart.”

Apparent managing director, Suzy Smiley, said, “Tourism advertising for Pacific destinations is a sea of sameness, with the same tropes repeated over and over again. To share what makes Vanuatu different, we needed to do so with a fresh, distinctive voice.

"‘The Wake-Up Call’ is all about breaking you out of your routine, answering the call of Vanuatu with an adventure just three hours from Australia. And in Ray O’Leary, we found not just the perfect comedic talent, but someone willing to throw himself into the experience -- sometimes quite literally.”

In one video, Ray says he came to Vanuatu as a traveller in need of a break. “Just a few short weeks ago, I was living a life of routine,” he says. “A hum-drum existence marked by grey days and even greyer suits.”

After facing recent challenges, Vanuatu is looking to reconnect with travellers by showcasing its unforgettable experiences across its 83 islands. Ray, perhaps the antithesis of adventure, delivers a relatable character with humour and authenticity as he’s won over by a range of unique moments. From leaping into pristine blue waters to enjoying a dramatic fire show, he immerses himself in the local Ni-Van traditions.

Each touchpoint of the campaign leads to vanuatu.travel, where agents can discover a collection of exclusive offers and travellers can discover all episodes and Ray’s full itinerary.

Vanuatu Tourism Office CEO Adela Issachar Aru said, “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.”

GTI Tourism managing director, Sarah Anderson, added, “It’s exciting to see Vanuatu’s story told in such a bold and engaging way, reminding travellers that there’s a world of adventure and fun right on their doorstep.

"The campaign builds on recent successes, providing trade partners with a platform to drive bookings, and aims to cut through a crowded travel market and support Vanuatu’s tourism recovery.”

With direct connections from Qantas, Virgin Australia, Solomon Airlines, and Jetstar, Vanuatu is one of the South Pacific’s most accessible destinations for Australian travellers.

​The campaign rolls out across Facebook, Instagram, YouTube, and programmatic channels from today. ‘The Wake-Up Call’ has an estimated combined reach of over 9.3 million Australians.