Justine Schofield returns as New Caledonia’s brand ambassador in the second phase of the island nation’s campaign aimed at 25-35 year old travellers.
Titled ‘Have It All’, the $300,000 promotion initially launched in June this year, with a series of webisodes highlighting the culture, nature and culinary experiences in New Caledonia.
Since, the region has experienced steady growth in Australian visitors. There was even a record 25 percent spike in August this year compared to the same month last year.
According to New Caledonia Tourism sales and marketing director Caroline Brunel, Justine will return to the forefront of new videos during the second phase, which focus primarily on the destination’s culinary treats.
“Justine and New Caledonia fit seamlessly together. Her love affair with French cuisine, which has been reflected in her career as a popular Australian TV personality and cook, plus her rich French heritage and overall engaging and energetic personality, makes for a compelling match.”
Caroline Brunel, New Caledonia Tourism sales and marketing director
Justine has also worked with the tourism bureau to create a menu of New Caledonia inspired recipes, which showcase the island’s fusion of French and Kanak heritage.
Dishes include Bougna – a traditional New Caledonian recipe containing taro, yams, sweet potato, banana and chicken or seafood.
There’s also Poisson Cru – a Polynesian dish made up of raw fish marinated in citrus juice and coconut milk.
“There is no other place quite like New Caledonia. It’s a little slice of France on our doorstep. It offers French food and sophistication coupled with the Pacific’s signature pristine, white sands, fresh produce and crystal blue waters. It really does have it all!”
Justine Schofield, New Caledonia destination ambassador
Check out one of the webisodes below.
https://www.youtube.com/watch?v=fF25uOM9Ios