A New Chapter Awaits - Beach in New CaledoniaA New Chapter Awaits - Beach in New Caledonia
©A New Chapter Awaits - Beach in New Caledonia|Marine Reveilhac / NCT

Campaigns

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Each year, New Caledonia Tourism carries out large-scale marketing campaigns to promote the archipelago’s natural and cultural assets, the quality of its local products, and the diversity of its tourism offer — promising travellers unique and memorable experiences. Designed to attract visitors in our key markets, these operations highlight New Caledonia’s many facets. In 2023, they generated nearly 70 million opportunities to be seen worldwide.

Current Campaigns

A new chapter awaits
A new chapter awaits
A new chapter awaits

New Caledonia, A New Chapter Awaits!

Multi-markets Launched in late November 2024 in Australia, New Zealand, and mainland France, the campaign entitled “Nouvelle-Calédonie, nouveau départ !” in French and “New Caledonia, A New Chapter Awaits!” in English draws a parallel between a fresh start — in both senses of the word — for the destination and for international travellers. It conveys the idea of leaving behind past concerns in order to escape, grow, and rediscover oneself. This symbol of renewal acknowledges the challenges of the past while opening a new chapter, showcasing New Caledonia’s timeless strengths: its preserved natural environment, its spectacular lagoon, and its authenticity. Adapted into a wide range of formats and visuals, the campaign invites audiences to embrace nature by consistently portraying adventurous yet serene travellers enjoying the archipelago’s vast, pristine, and unique landscapes — far from the crowds.

Previous Campaigns

“Vous pensiez avoir tout vu ?”

(“Think you’ve seen it all?”)France Launched on 21 March 2024, this latest francophone campaign challenges French travellers to look beyond the familiar and #VoirPlusGrand (“See Bigger”) — to seek out the unexpected and unforgettable. It highlights the lesser-known attractions of New Caledonia through the fresh eyes of visitors. The campaign has been widely broadcast on TV, social media, and outdoor displays, and launched with a major activation at Beaugrenelle Paris shopping centre, featuring a 19-metre-high zipline surrounded by images of the islands.

Vous pensiez avoir tout vu ? #VOYEZPLUSGRAND
Vous pensiez avoir tout vu ? #VOYEZPLUSGRAND
Vous pensiez avoir tout vu ? #VOYEZPLUSGRAND

“Get closer to what you love”

Australia – New Zealand Launched in March 2023 in New Zealand and later in Australia, this multichannel campaign focuses on both the geographic and emotional closeness of New Caledonia. It invites travellers to connect with the islands’ nature, culture, cuisine, and people. Outdoor billboards reached over 1 million passers-by in New Zealand, while campaign videos have already achieved nearly 90,000 views. The campaign rollout continues in the Australian market.

Get closer to what you love - New Caledonia (60s)
Get closer to what you love - New Caledonia (60s)
Get closer to what you love - New Caledonia (60s)

“Un peu, beaucoup, passionnément”

(“A little, a lot, passionately”)France Unveiled in late 2023, this campaign is built on authentic testimonials from Caledonians who share what makes their hearts beat for the archipelago — from athletes and scientists to artisans and lodge owners. These inspiring stories are paired with exclusive travel offers to spark French travellers’ desire for adventure and escape. Run between May and June on EnVols (Air France’s premium magazine) and its digital platforms, the campaign generated over 800,000 digital impressions. Three bilingual feature articles on New Caledonia in the “Travel Guide” section reached 10,320+ views, in addition to promotion to EnVols’ 40,000 high-value subscribers.

Bienvenue en Nouvelle-Calédonie, la destination qui déchaîne les passions !
Bienvenue en Nouvelle-Calédonie, la destination qui déchaîne les passions !
Bienvenue en Nouvelle-Calédonie, la destination qui déchaîne les passions !

“Are You Ready for New Caledonia?”

Multi-markets Since mid-2022, this multichannel campaign has been deployed in Australia, New Zealand, Singapore, France, and Japan. Its aim: to showcase the destination’s diversity through 13 unique experiences designed to trigger immediate travel inspiration. Visible across web, print, outdoor, social media, and radio, the campaign has already reached 9.5 million+ online users, with strong presence in major transport hubs and shopping centres in Singapore, on Australian/NZ radio, and French web platforms.

Are you ready ? New Caledonia, a different world at your door step
Are you ready ? New Caledonia, a different world at your door step
Are you ready ? New Caledonia, a different world at your door step

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