Find what you love in New Caledonia

Discover what you love in New Caledonia tailored specifically for Australian and New Zealand travellers, the message of this new promotional campaign is simple: get closer to what you love in New Caledonia. “Get Closer to What You Love” serves as a reminder to our neighbours that a guaranteed change of scenery awaits them just a few hours’ flight away. Whether traveling solo, as a couple, with family, or with friends, they are invited to reconnect with their loved ones and embrace the essence of life through an authentic and diverse journey in this truly unique destination. Nature, culture, relaxation, adventure, wide open spaces, flavours, encounters, and rejuvenation—the good things in life are closer than you think in New Caledonia!

A campaign based on market study results

This unprecedented campaign leverages a positioning study conducted in Australia and New Zealand at the end of 2022, refining the identification of traveller profiles likely to be interested in the destination. “Connectors” seeking cherished family memories, “Discernists” in search of relaxation and exclusivity, “Immersive adventurists” craving cultural immersion, thrilling experiences, and authenticity, and “Nature lovers,” couples yearning for responsible escapades in pristine landscapes—these profiles have been clearly identified based on their interests and travel preferences, perfectly aligned with what the destination has to offer.
“Get Closer…” prioritises these travellers, especially those who have previously expressed interest through a contest, newsletter, or engagement with New Caledonia Tourism’s digital platforms.

A year-round campaign

Launched in March in Australia and New Zealand, New Caledonia’s new multi-channel campaign will be rolled out in several waves throughout the year, utilising various communication platforms such as digital advertising, billboards, radio spots, media coverage, and influencer engagement. This awareness campaign will also be integrated with our multiple sales campaigns in collaboration with key tour operators and airlines. For example, we recently partnered with Aircalin in New Zealand, displaying special airfare offers to New Caledonia on the streets, reaching over 1 million passers-by.