The Brief
Grow leisure arrivals from Australia and New Zealand by developing the millennial market.
The Idea: GTI developed an integrated campaign in collaboration with indie music group Crooked Colours to capture the sounds of New Caledonia to encourage millennials to consider New Caledonia for their next holiday
- Collaborated with indie music group Crooked Colours to create a track using sounds recorded in New Caledonia
- The band created a music video shot in destination
- Cut downs of the music video were pushed out via paid YouTube and Spotify and promoted on the bands’ social channels
- Coordinated a launch event where fans could meet the band and hear the song live
- Native articles in Pedestrian TV and The Spinoff (NZ) drove awareness of the collaboration
- While a competition to win a trip to New Cal helped generate further video views
The Results
- 27 million opportunities to see
- 3.7 million video views
- 77,000 click throughs
- 18 pieces of media coverage
- 21 media and influencers attended the launch event
