New Caledonia Tourism (NCTPS) has today unveiled the first phase of their new ‘Hello Neighbour’ awareness campaign.
Following on from the success of the previous ‘Have It All’ campaign which saw visitor figures spike by 15 per cent, this campaign aims to further capitalise on the growing interest Australian’s have for one of their closest overseas neighbour, New Caledonia, and convert this awareness into bookings.
The ‘Hello Neighbour’ campaign will have two phases, the first of which will be rolled out over the coming weeks across Australia and New Zealand simultaneously.
The overall concept was founded around the ongoing debate that Australians are becoming disconnected from their neighbours. According to a recent survey by Jigsaw Research on behalf ofNado – a social network for neighbourhoods and communities, only 50 per cent of people said they would recognise their neighbours on the street and just 18 per cent of Australians 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?”
New Caledonia, being one of Australia’s closest Pacific neighbours, is setting out to bridge this gap, showcasing New Caledonia as a holiday with a difference and without the distance.
Flying direct you can be in Noumea in less than three hours from Australia, making this Pacific island the ideal long weekend getaway and the perfect opportunity to get to know the neighbours.
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,” Caroline 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,” she said.
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.
Head of Strategy at PLAY, Tom Sanders said New Caledonia is the neighbour we need to get to know better by showcasing the diverse range of experiences available in a country that’s actually closer to Australia and New Zealand than they are to each other.
“New Caledonia is the neighbour we know nothing about, which is a real tragedy because it’s an amazing holiday destination thanks to its combination of unique Melanesian history, exotic South Pacific charm and cosmopolitan French chic,” Tom said.
“Where else can you enjoy crystal clear water, glorious beaches and beautiful French cuisine, all only a short hour’s flight away?”
Phase one will also 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 fine 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 to 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 25 September, 2015 and phase two will commence in November 2015.