Campaigns

France – Launched on 21 March 2024, New Caledonia Tourism’s latest French-language campaign entitled “Vous pensiez avoir tout vu” (You thought you’d seen it all) challenges and invites travellers from mainland France to go and see elsewhere and #VoirPlusGrand to seek out the unique and the unforgettable. New Caledonia, this French archipelago at the end of the world, showcases its many undiscovered attractions to the amazed gaze of visitors. Widely broadcast on TV, on the networks, in the street… this campaign also kicks off with a large-scale immersive activation at the Beaugrenelle Paris shopping centre in the heart of the 15th arrondissement, with a zip line suspended 19 m high, surrounded by images of New Caledonia.

Australia – New Zealand – Launched in March 2023 in New Zealand, then in Australia, NCT’s latest multi-channel campaign “Get closer to what you love” has borne fruit. Focusing on the destination’s geographical and emotional proximity to visitors, highlighting the specific links they can establish with New Caledonia and its people (its nature, culture, cuisine, encounters, etc.), the campaign attracts attention and invites them to travel. As well as billboards extolling the special features of the island, seen by over a million passers-by in New Zealand, the campaign is also available in the form of videos (already viewed by almost 90,000 people). The campaign is now starting to be rolled out in Australia.

France – New Caledonia Tourism unveiled its new “Un peu, beaucoup, passionnément” campaign in October 2023. Based on authentic and inspiring testimonials from Caledonians who are passionate about their archipelago, it aims to awaken a taste for adventure and a change of scenery among travellers from mainland France. Sportsmen and women, scientists, lodge managers, craftsmen and craftswomen… they all tell us, on camera, what makes their hearts beat in New Caledonia in order to inspire the French, before submitting a host of exclusive travel offers.

Multimarkets – From July 2022 in Australia, New Zealand and Singapore, and from mid-September in France and Japan, NCT is rolling out a new promotional campaign called “Are you ready for New Caledonia? The aim is simple: to showcase the diversity of the destination with a carousel of 13 unique experiences to be enjoyed on site, and to create an urgent desire to travel among foreign customers. The multi-channel campaign is available in a variety of formats (web and print), including massive billboard advertising in train stations and shops in Singapore, on social networks and on radio in Australia/NZ, on the web and on French TV video replays.