New Caledonia Tourism Consumer Awareness Campaign “Have It All”

Project Title

New Caledonia Tourism Consumer Awareness Campaign “Have It All”

Client

New Calendonia Tourism

Target Audience

Sydney, Brisbane, Victoria

The Brief

Drive awareness and bookings to New Caledonia, targeting 25 to 35 and 55+ year old, independent and active couples looking to discover cultural, foodie experiences and soft adventure. Engage key markets in Sydney and Brisbane with a special focus on Victoria due the launch of a new Aircalin flight route from Melbourne.

Idea:

GTI developed and implemented New Caledonia’s “Have It All” campaign, with the help of Masterchef contestant and Australian-French TV/cooking personality Justine Schofield, as the destination Ambassador to communicate about the new flight from Melbourne, engage the Australian audience and trade professionals, provide a PR angle and to create bespoke, consumer-friendly destination content for digital and partner channels.

Starting with a qualitative and quantitative study, a bespoke microsite www.haveitall.com.au was created including new content about the destination, wholesaler package deals and a competition for Australians to win a trip to New Caledonia. Traffic was driven to the microsite through a multimedia campaign including digital, billboard, and radio.

justine-schofield-have-it-all-campaign-new-caledonia-campaign-gti-tourism-case-study

The Results

Digital

  • 82,083 unique visitors to the microsite
  • 139,741 page views to the microsite
  • 26,600 entries to date
  • 26 828 251 impressions through Facebook, The Age, Skyscanner, Yahoo and Benmarketing

 Radio

  • 5,333 views on 3AW blog entry with photos from the presenters’ trip to New Caledonia
  • 477 views of the short video filmed by the presenter while in New Caledonia

PR

  • 69 pieces of coverage were generated across broadcast, print and online media mediums
  • Over 8 million consumers
  • Estimated advertising value of AUD$183,135.

Australian visitor numbers to New Caledonia from April to July 2014 increased during the campaign by 10% against 2013, and also post campaign with an increase of 33% from August to December 2014 compared to 2013. Those results highlight an increased brand awareness and desirability for the destination.

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