From January 2019, New Caledonia Tourism (NCT) will be using the Interface Tourism Agency to drive its strategy in the European market. This agency, a specialist in the tourist sector, will represent the destination in France as well as in Italy, Belgium, Luxembourg, Switzerland, Germany and Austria. It’s a new step to strengthen New Caledonia exposure on a European scale and to maximise promotional initiatives!
In August 2018, with the assistance of Atout France, NCT launched a call for tenders to recruit a representative agency for 2019 onwards for the French and European markets, in order to replace its current office. NCT has been looking to promote the destination on a European level, targeting several countries (depending on their development potential) and for this they need to turn towards a major agency. Interface Tourism, a multi-media European agency specializing in the promotion of international and French long-haul destinations, won the tender. Based in Paris, it also has offices in Italy and works in partnership with other agencies such as in Germany. However, NCT will be working directly with the group’s French office – Interface Tourism France.
Created in 2000, Interface Tourism France currently has 27 experts within its French office, working for 37 international clients such as Maldives Marketing and PR Corporation, Mauritius Tourism Promotion Authority, Philippines Department of Tourism, Singapore Tourism Board, Hawai‘i Tourism Authority, Abu Dhabi Department of Culture and Tourism. It also works with airline companies as well as hotels, on-line travel agencies, tourist offices, convention centres and theme parks.
For New Caledonia Tourism, Interface France will be tasked with representing the destination by driving all promotional areas with a strong digital marketing strategy, advertising campaigns, tactical campaigns (airline companies and tour operators), community management, niche marketing and working on higher awareness to distributors (TOs, travel agencies), media and influencers. All while increasing synergy between initiatives and markets in order to pool costs and maintain global consistency.
It is because of their expertise and diverse skills that NCT is now turning to this multi-channel agency in order to shape its long-term marketing strategy to the European markets. Interface Tourism will take up its functions from 1 January 2019.
GO TO JAPAN, A NEW DIGITAL AGENCY WITH NCT JAPAN
In another move, always in keeping with maximising budget and technical needs, NCT has brought in a new specialist agency – Go To Japan – to drive its digital strategy on the web and social networks in Japan. From January 2019, Go To Japan will be working under the supervision of the representative agency Connect World Wide (CWW) to improve the destination’s exposure and impact on the web and social networks in Japan.
 Some figures:
– 5 000 tourism professionals trained each year.
– 100 B2B & B2C events (workshops, press conferences, trade shows) organized each year.
– 160 million Euros of media coverage each year.
NEW CALEDONIA TOURISM, AN OVERVIEW:
New Caledonia Tourism (NCTPS) is an Economic Interest Group (GIE) and is the link between its institutional partners and the tourism sector professionals, ensuring tourism is promoted from:
– New Caledonia to the international market, under the brand of “New Caledonia, Pacific Heart”
– the South Province to the local market under the brand of “Destination South Province”
Founded in 2001, it is financed by the South Province and also by its local tourism industry members. It is based in Nouméa, with representation in Australia, Japan, France, New Zealand, Italy and China.