Aussies can 'Have It All' again in New Caledonia

Aussies can 'Have It All' again in New Caledonia
By admin


New Caledonia Tourism (NCTPS) has unveiled the second phase of its ‘Have It All’ campaign, which features the talented Australian-French personality Justine Schofield as the destination’s ambassador.

Justine will appear in a series of webisodes that explore destination and culinary themes, as well as playing a role in sharing the content across social media and public relations activities.

With the goal being to whet the appetites of Aussies, the campaign delves into different experiences visitors to the island nation can enjoy, including the serenity, clear open waters, land activities and incredible tasting food.

New Caledonia Tourism’s sales and marketing director Caroline Brunel said Justine was invited to front the campaign due to the many connections she shares with the destination, particularly her culinary associations and French heritage.

“Justine and New Caledonia fit seamlessly together,” Brunel said.

“Her love affair with French cuisine, which has been reflected in her career as a popular Australian TV personality and cook, plus her rich French heritage and overall engaging and energetic personality, makes for a compelling match.”

In collaboration with NCTPS, Justine has also created a menu of mouth-watering New Caledonia-inspired recipes, which highlight the fusion of French and Kanak flavours.

“I’ve taken aspects of the traditional Kanak and French dishes such as Bougna and Poisson Cru and weaved in my own modern French and Australian touches to help others try it at home,” she said.

Implemented by New Caledonia’s Australian representative and tourism and marketing agency GTI Tourism, phase two of the integrated ‘Have it all’ campaign follows the launch of phase one, unveiled in June this year, which coincided with the announcement of Aircalin’s direct flights from Melbourne.

Since the initial launch of ‘Have It All’, New Caledonia has seen a steady increase in visitation from Australia, with August seeing a 25% jump compared to the same time last year.

The campaign will continue to primarily target 25 to 35 and 55+ year old independent and active couples looking to discover cultural experiences and soft adventure when on holiday.

The $300,000 campaign will feature predominantly online, driving awareness via multiple digital outlets including Skyscanner and TripAdvisor, as well as featuring online content for Buzzfeed, social media avenues and outdoor billboards.

Of the campaign, Justine has said there is no place quite like New Caledonia.

“It’s a little slice of France on our doorstep,” she insists. “It offers French food and sophistication coupled with the Pacific’s signature pristine, white sands, fresh produce and crystal blue waters. It really does have it all!”

See more of Justine's foodie adventures here, or catch this sneak preview below.

http://www.youtube.com/watch?v=z2xZXKFkV2o

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • Destinations

Rejoice! It’s Your Daily Wrap Of Africa’s Travel Indaba

South Africa this year commemorates 30 years of freedom and democracy. It is fitting then that Africa’s Travel Indaba (ATI) takes place this week in Durban at a venue named after one of South Africa’s foremost proponents of freedom, Albert Luthuli. Patricia de Lille, Minister of Tourism, South Africa said ATI represented a celebration of […]

  • Tourism

Lack of budget spend will hit international visitor recovery, says Australian Tourism Industry Council

The Australian Tourism Industry Council has expressed disappointment in the 2024 Federal Budget that rejected a submission advocating for a major funding increase for Tourism Australia to recover international tourism. “The Federal Budget 2024 has not invested in our international tourism recovery,” ATIC said in a response to Federal Treasurer Jim Chalmers decisions. ATIC members, which […]

  • Conferences

Expedia CEO assures AI will not replace human roles, announces AI text assistant

Travel giant Expedia has wasted no time unveiling several new features and products at its EXPLORE conference in Las Vegas, including the world’s first AI chatbot Romie. As to be expected, AI has been one of the key topics of discussion. Expedia CEO Ariane Gorin put fears to bed around its power and ability to […]

  • Aviation

Top four airports report return to profit after post-Covid period comes to an end

The aeronautical operations of Brisbane, Melbourne, Perth and Sydney airports returned to profit in 2022-23, the first full financial year since the end of COVID-19 travel restrictions, the ACCC’s latest Airport Monitoring Report shows. In contrast, all four monitored airports reported losses on their aeronautical operations in 2021-22. A return to profit was helped by […]

  • Luxury

COMO launches new family-sized farmhouse in the heart of Tuscany

COMO Hotels and Resorts has launched its new farmhouse apartments in the heart of Tuscany, just in time for Australians to escape our wet winter. And it’s also an ideal time for Aussies of Italian ancestry to explore their home country as 2024 has been declared the year of Roots and Heritage Tourism by the […]

  • Aviation

Green light, green fuel for Townsville Airport as passenger numbers set to double to 3.7m

The Townsville Airport Master Plan, including the expansion of the airport terminal and development of the surrounding precinct, has been given the green light by the Federal Government. The 2023 plan outlined Townsville Airport’s strategic vision and growth objectives over the next two decades, with a detailed focus on the initial eight years. Townsville Airport […]

  • Destinations
  • News

New Caledonia in lockdown and airport closed after violent riots rock Noumea

New Caledonia officials have announced a 6pm-6am curfew, a liquor ban and have closed the country’s main airport after overnight riots in which vehicles were torched and roads blocked in the wake of proposed constitutional reforms. Australian Government website Smartraveller has issued an alert informing visitors to exercise a high degree of caution in metropolitan […]