In June 2014 Aircalin (the national carrier of New Caledonia) launched new direct flights from Melbourne to Noumea. GTI Tourism was briefed to support the route launch and to lift the overall profile of New Caledonia within the Australian market as a whole.
GTI Tourism devised a two-phase campaign, with phase one focussed on promoting the MEL-NOU route launch in the Melbourne market, and phase two lifting the overall profile of New Caledonia as a holiday destination for Australians. Phase one saw targeted outdoor, online advertising and co-operative campaigns in Melbourne promote the new route. For phase two of the campaign, GTI Tourism commissioned television personality Justine Schofield (from the popular MasterChef program) as official celebrity ambassador for New Caledonia. GTI Tourism worked with Justine to develop video and online content to promote New Caledonia’s diverse holiday offering. A dedicated consumer website for New Caledonia was developed (haveitall.com.au) to house the created content as well as a ‘win a trip’ competition promotion. The site was also used to promote holiday packages and offers from partner tour operators.
GTI Tourism achieved 77 positive pieces of media coverage for New Caledonia, with a reach of over 11.5 million and generating over AUD$300,000 in PR value.
Sales and Marketing activities led to over 157,000 visits to the haveitall.com.au website during the campaign, half a million videos views, generating over 42,000 competition entries and data capture for New Caledonia.
Sales initiatives off the back of the marketing activities lead the new MEL-NOU route to achieve a 70% load factor within 2 months of the campaign going live.
The integrated campaign directly contributed to not only increasing visitor numbers to New Caledonia by 15% but also increasing the portion of ‘pure holiday makers’ (vs corporate travellers). 68% of all Australian visitors came for a holiday in 2014 (vs 49% in 2013).