Aussies can 'Have It All' again in New Caledonia
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
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