New Caledonia’s tourism leaders are hoping to break Australia’s ever-growing anti-social attitude, by urging us to get to know our closest Pacific neighbour.
As a follow-up to New Caledonia Tourism’s ‘Have It All‘ campaign, the bureau launched the first of two phases of the new ‘Hello Neighbour’ awareness promotion this week, which aims to bridge the game between Australia and the island nation.
According to the bureau, the overall concept was founded around the ongoing debate that Australians are becoming disconnected from their neighbours. A recent survey by Jigsaw Research on behalf of Nado – a social network for neighbourhoods and communities – found only 50 percent of people said they would recognise their neighbours on the street and just 18 percent of Australians were Facebook friends with the folks next door.
New Caledonia Tourism’s Sales and Marketing Director, Caroline Brunel, said after hearing about this long-term trend “it made us think, if we don’t know the people living right next door to us, how well do we know the people on the next island?”
Australian-French personality Justine Schofield will be retained as the destination ambassador, taking viewers on a series of journeys through the diverse and contrasting regions of New Caledonia.
“Justine’s rich French heritage, love affair with the island paradise and overall engaging and energetic personality are just some of the many synergies she has with the destination and why she is the perfect match with New Caledonia.”
Caroline Brunel, New Caledonia Tourism Sales and Marketing Director
“These qualities mixed with the new concept around ‘discovering your neighbours’ creates an intriguing campaign, that we feel will take Australian travellers on a deeper journey to discover the different regions of New Caledonia and their individual characteristics that set them all apart.”
Developed and implemented by New Caledonia’s Australian representative and marketing agency GTI Tourism and integrated creative agency, PLAY, phase one of the campaign will include elements such as a series of fresh new videos, a new-look website and outdoor advertising.
Phase one will also include a competition element giving consumers the opportunity to win the ultimate dinner, set in one of five spectacular locations within New Caledonia, including the fine white sand beaches of the Isle of Pines, diverse landscapes of the North and the secluded Loyalty Islands.
The campaign will continue to primarily target 25 to 35 and 55+ year old independent and active couples looking to discover cultural experiences and soft adventure when on holiday. Phase one will run until 25 September, 2015 and phase two will commence in November 2015.