New Caledonia Tourism (NCT) is singing a different tune with the launch of a new destination marketing campaign, ‘Sounds of New Caledonia’, in collaboration with popular artists Crooked Colours.
Regarded as one of Australia’s rising musical acts in the electronic scene, Crooked Colours were tasked with combining their musical talents and passion for travel to record two audio tracks that recall their recent adventures in the South Pacific paradise, New Caledonia.
NCT director Australia, Caroline Brunel says the campaign has taken a new direction for the tourism board, but one that is necessary to attract a fresh wave of New Zealand travellers.
‘We wanted to break away from creating another glossy destination video set to an upbeat music track.
Instead, we looked to create something that would not only spark emotion and desire when heard, but that would also reflect on the true essence of New Caledonia,’ Brunel says.
‘Crooked Colours have brought the destination to life by combining a mixture of interesting visual imagery and short composition alongside artistic craftsmanship to create something that we feel will resonate with and entice New Zealanders looking for a sensory travel experience.’
Brunel says the two tracks aim to highlight the different adventures, tastes and cultures that New Caledonia offers. The first track is upbeat, representing the cosmopolitan city vibe found in the country’s capital city, Nouméa, whilst the second is more calming, symbolising relaxation and ‘island time’.
The tracks are coupled with inspiring imagery from the different locations around New Caledonia where the sound was captured, creating a montage of visual and aural moments to evoke the emotional journey of a New Caledonian adventure.
Crooked Colours frontman Phil Slabber says the collaboration with NCT enabled the trio to draw upon the distinct Pacific Island sounds to create tracks that are fresh and authentic.
‘When we travel, sound is a defining part of the fabric of our experiences. Sound is embedded in every memory of our holiday, be it the music we take with us, the tongues of new local friends, the songs of wildlife, the percussive rhythm of transport, the soft flutter of fresh sheets or in the collective orchestral boom of a city. Sound is everywhere,’ Slabber says.
‘From the outset, we wanted to draw on all of these sounds to create a track that would capture a different side to the destination.
We wanted to let the destination guide our journey. New Caledonia didn’t disappoint; the more we explored the more bespoke sounds we uncovered.
All of this combines with the visual content we captured and the realistic documentary.’
Agents can listen to the tracks at www.newcaledonia.travel/nz/sounds
(Source: TRAVELINC MEMO 29 September 2017 Issue 1044)