In 2019, New Caledonia launched a brand new international promotional campaign to capture travellers’ imaginations.

It invites tourists to “feel the pulse” and to enjoy all the experiences this Pacific archipelago has to offer. Are you ready to make the leap?

The ultimate destination

Best known for the image of the Heart of Voh that has been shared around the world, New Caledonia is a unique and multifaceted destination. From Grande Terre to the immense lagoon, from the Kanak culture to life with the Bushmen, from vast expanses of preserved nature to the dynamic capital… This destination captures an unlimited range of experiences and environments in a single stay. An authentic and unique country for adventurous tourists to discover!

A multi-channel, multi-market campaign

To share the true tourism potential of “Le Caillou”, New Caledonia Tourism joined forces with Notchup to launch a major year-round communication campaign across all its key markets (Australia, France, New Zealand, China, Italy, Germany, etc.) and on all promotional channels (digital, media, out-of-home advertising, graffiti, etc.). This awareness strategy will be followed by a tactical element to showcase partner offers.

Feel the pulse of New Cal

The campaign, which shows first-person views of activities in the country’s most iconic locations, is designed to catch tourists’ attention with the tag line “Feel the pulse of New Cal” and the hashtag “#NewCalPulse”. It promises a thrilling adventure rich in experiences: a microlight flight over the lagoon, a Kanak tribal welcome, horse riding with the stockmen, relaxing as a couple on the Isle of Pines, diving on the coral reef, hiking on the East Coast…

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pulse.nouvellecaledonie.travel

At the core of its digital presence, a multilingual website pulse.nouvelleceledonie.travel (adapted to each market) brings together all the elements of the campaign (concept, video adverts, 10 good reasons to visit NC) and, most importantly, a TOP 50 of the experiences to enjoy in New Caledonia, classified by emotion (from Zen to Sensational), as well as promotional offers (packages from tour operators or local service providers, flights, quote request form).

Social media influencers

Finally, to engage with social networks and the media, several influencer trips (including Australian, French and Chinese influencers) will be organised during the year to communicate more directly with users and follow through on campaign promises. They will be able to test out the local tourism attractions according to the choices of their communities (with a daily survey to choose their future experiences), and share their feelings in the moment. The audience can follow their whole adventure by way of pictures, maps and videos on the campaign website and social networks.

Go against the crowd this year and head to New Caledonia, in the heart of the Pacific!

New Caledonia press contact:

Philippe Artigue – NCTPS Communications Manager

p.artigue@nctps.com / (687) 24 20 75

About Nouvelle-Calédonie Tourisme Point Sud

Nouvelle-Calédonie Tourisme Point Sud (NCTPS) is an Economic Interest Grouping (GIE) that brings together institutional partners and industry professionals to promote tourism in:

– New Caledonia internationally under the brand “New Caledonia Pacific Heart”.

– The South Province in the local market under the brand “Destination Province Sud”.

Founded in 2001, the organisation, funded by the South Province and then by contributions from local professional members, is based in Nouméa, but also has representation in Australia, Japan, Metropolitan France, New Zealand, China, Italy and Germany.


 

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