Tourism

New Cal urges travellers to love thy neighbour

Hannah Edensor

New Caledonia Tourism has today rolled out the first phase of its new awareness campaign, all about loving thy neighbour.

It’s become apparent that Australia has lost touch with its neighbours, and New Caledonia is intent on resolving this.

Off the back of its previous ‘Have it All’ campaign, which lured in 15% more visitors, the new ‘Hello Neighbour’ campaign has the ambition of capitalising on this interest from Australia, one of New Cal’s closest neighbours.

The ‘Hello Neighbour’ campaign will have two phases, the first of which will be launched over the coming weeks across Australia and New Zealand simultaneously.

According to a recent survey by Jigsaw Research on behalf of Nado, only 50% of people said they would recognise their neighbours on the street and just 18% of Aussies were Facebook friends with the folks next door.

New Caledonia Tourism’s sales and marketing director, Caroline Brunel, said “After hearing about this long-term trend it made us think, if we don’t know the people living right next door to us, how well do we know the people on the next island?”

On a broader sense, flying direct from Australia, travellers can be next door in Noumea in less than three hours, making this Pacific island the ideal long weekend getaway and even closer to home than New Zealand!

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Australian-French personality Justine Schofield will be retained as the destination ambassador, taking viewers on a series of journeys through the diverse and contrasting regions of New Caledonia.

“Justine’s rich French heritage, love affair with the island paradise and overall engaging and energetic personality are just some of the many synergies she has with the destination and why she is the perfect match with New Caledonia,” Brunel said.

“These qualities mixed with the new concept around ‘discovering your neighbours’ creates an intriguing campaign, that we feel will take Australian travellers on a deeper journey to discover the different regions of New Caledonia and their individual characteristics that set them all apart.”

Developed and implemented by New Caledonia’s Australian representative and marketing agency GTI Tourism and integrated creative agency, PLAY, phase one of the campaign will include elements such as a series of fresh new videos, a new-look website and outdoor advertising.

Phase one will include a competition element, giving consumers the opportunity to win the ultimate dinner set in one of five spectacular locations within New Caledonia, including the white sand beaches of the Isle of Pines, diverse landscapes of the North and the secluded Loyalty Islands.

The campaign will continue to primarily target 25-35 and 55+ year old independent and active couples looking to discover cultural experiences and soft adventure when on holiday. Phase one will run until September 25, with the second phase hitting our shores in November.

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