Following a successful first partnership in 2023, The Today Show once again set up its cameras in New Caledonia from 13 to 15 August 2025. At the invitation of New Caledonia Tourism (NCT), one of Australia’s leading breakfast programs—broadcast across Sydney, Melbourne and Brisbane—dedicated three more live episodes on Channel 9 to promoting the destination to its national audience.
Familiar with the islands, presenter Tim Davies delivered seven live crosses per morning, featuring weather reports and short segments filmed from key sites around Nouméa (Ouen Toro, Le Méridien, Anse Vata, local bakery, boulodrome), Deva (Sheraton, Spa, Poé Beach, lagoon), and even the Bourail Agricultural Fair. On 15 August, the team broadcast live from the fair’s opening day, showcasing this major cultural event—its local products, traditional skills and warm bushland atmosphere—to Australian viewers.
Throughout the visit, the crew captured the essence of New Caledonia: meeting locals, sampling tourism activities and accommodation, discovering the unique gastronomy, breathtaking natural landscapes, and vibrant cultural calendar. These three live mornings offered a powerful snapshot of the destination’s strengths, designed to reignite Australian interest in New Caledonia during this key recovery phase.
With an average daily audience of 315,000 TV viewers and more than one million digital impressions across social media, The Today Show achieved outstanding exposure in Australia, aligning perfectly with New Caledonia’s key tourism segments (57% female and 49% aged 18–59).
In addition to TV coverage, the campaign included digital amplification and a co-branded competition with Aircalin and Marriott, offering viewers a chance to experience New Caledonia firsthand. Supported by local industry partners through complimentary services and discounts, the overall media value of this initiative is estimated at over XPF 130 million in advertising equivalency.
This partnership marks another strategic milestone in reconnecting with our Pacific neighbours, inviting Australians to “open a new chapter in New Caledonia”—a message that continues to resonate across NCT’s brand awareness and conversion campaigns throughout the region.
