Shared governance, “Are you ready” promotional campaigns, media receptions, enhanced accessibility, reassurance… On 26 August at 9:30 a.m. at the NCT offices, New Caledonian businesses involved in international tourism will together sign a new “Relaunch Destination Contract”. Local institutions and companies will thus officially commit to supporting the multiple actions to revive the attractiveness of our archipelago for tourists and to work together to support the gradual resumption of foreign passenger traffic.
In order to gradually win back tourist flows lost during the covid crisis, revive the dynamic of cooperation between local players, rebuild the attractiveness of the destination by pooling resources and better adaptation to new travel trends, New Caledonia Tourism has brought together the main local players in the sector around a new special contract to “Relaunch” the destination over a three-year period.
A cooperative way of working underpinned by contracts per market, previously proven to be very effective in supporting the attraction of New Caledonia, particularly in Australia & New Zealand from 2013 and Japan from 2017, with a 51% increase in Australian tourists, +62% in those from NZ and +37% in those from Japan over the 5 years prior to the crisis.
This time, hoteliers, carriers, promotional organisations, institutions and receiving agencies will make a concrete commitment through five main lines of action:
• Making access to the destination easier
• Synchronisation of commercial and promotional actions
• Creation and enrichment of the tourist offer
• Shared media and reseller invitation
• Health and commercial insurance for travellers
This very broad agreement thus provides for the organisation of regular follow-up meetings between all the signatories, the establishment of sufficient or protected transport capacities for foreign passengers, the further development of interconnections between international and domestic flights, the launch of vast international promotion and sales campaigns (see “Are you ready”) integrating the synchronised promotional offers of all the signatories, the regular sharing of statistical data in order to feed a future Caledonian Tourism Observatory, the facilitation of media coverage and the training of resellers by organising stays given by participating service providers, the development of the prepaid mobile telephony/internet options for tourists and passing business customers, etc.
THE 22 SIGNATORIES OF THE “2022-2024 RELAUNCH DESTINATION CONTRACT”
DISCOVERY TRAVEL COMPANY
HOTEL KAREM BAY
HOTEL LE GONDWANA
HOTEL LE LAGON
ILES LOYAUTE EXPLORER
INTERCONTINENTAL® LIFOU WADRA BAY RESORT
NEW CAL EVENTS
OASIS DE KIAMU
SOUTH PACIFIC TOURS
Now that the Government of New Caledonia and those of our source markets (except Japan) have lifted most travel restrictions related to the management of Covid, the basic conditions are finally in place for a resumption of international tourism on Le Caillou. What remains now is to push on and reinforce the promotion of New Caledonia abroad in the face of increasingly strong international competition and with new expectations from travellers. This contract and the actions resulting from it therefore constitute a first essential response.
NEW INTERNATIONAL PROMOTION CAMPAIGN
“ARE YOU READY FOR NEW CALEDONIA?”
3 examples of advertising visuals broadcasted respectively in France, Australia and Singapore.
Since July in Australia, New Zealand and Singapore, and from mid-September in France, then in Japan, NCT has started to roll out a new promotional campaign called “Are you ready for New Caledonia?” ». Its objective is simple: to show all the diversity of the destination with a carousel of 13 unique experiences and to create an urgent craving for travel among foreign customers.
This multi-channel campaign is available in all forms (web and print), and is very apparent on posters in metro stations and shops in Singapore, on social networks and on the radio in Australia/NZ, and soon on the web and French on-demand TV. Although still in the course of deployment, it has already reached more than 9.5 million Internet users!
See the long version of the ad: https://www.youtube.com/watch?v=tfTNNxLhkSs
To boost sales, this awareness campaign is obviously associated with numerous tactical campaigns in partnership with tour operators, OTAs and airlines: Trip.com (May – June), Ignite Travel Group (June-July), Entire Travel Group (July – August), Luxury Escapes and JTB (from September), Air France (end of September), Japan Airlines, Singapore Airlin, etc.
With the support of the participating destination contract service providers, several influence (“Marine Lorphelin ♥ NC”, Japanese and Singaporean influencers) and PR actions will complete this plan.
NCT PRESS CONTACT:
email@example.com – +687 24 20 75
About New Caledonia Tourism
New Caledonia Tourism (NCT) is an economic interest grouping (EIG), making connections between its institutional partners and professionals in the sector, to ensure the tourism promotion of New Caledonia at the international level, under its brand ” New Caledonia, Pacific Heart”. Founded in 2001, the grouping, now under New Caledonia government authority, is based in Nouméa, but also has representation in Australia, New Zealand, Japan and metropolitan France.
Tel : (687) 24 20 80 / Mail : firstname.lastname@example.org
20, rue Anatole France – Immeuble Nouméa Centre / BP 688 – 98845 Nouméa Cedex
Ridet : 629618-001 / RCS : Nouméa C 629 618
For more information, visit: https://www.newcaledonia.travel/en/about-us