New Caledonia Tourism (NCTPS) has today unveiled the second phase of its 'Have It All' campaign, featuring talented Australian-French personality Justine Schofield as destination ambassador.

Justine will appear in a series of 'Have It All', destination and culinary themed webisodes, as well as feature as the ambassador across integrated social media and public relations activities, to further drive awareness of the destination and whet the appetites of Australian travellers.

In her role as ambassador, Justine has assisted in creating a series of four short videos in destination, themed around the variety of different experiences visitors to the island nation can enjoy – including the serenity of the destination, the open waters, land activities and the variety of incredible and fresh tastes.

New Caledonia Tourism's sales and marketing director, Caroline Brunel, said Justine was invited to be an ambassador for New Caledonia and to front this campaign due to the many synergies she has with the destination, primarily her culinary associations and French connection.

“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,” Ms Brunel said. 

Justine Schofield said, “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!”
 
In collaboration with NCTPS, Justine has also created a menu of mouth-watering, New Caledonia inspired recipes, which showcase the fusion of the island's rich French and Kanak heritage.

“Coming up with tasty, new recipes inspired by New Caledonia and its interlacing cultures was easy and so much fun as I had an array of tastes, techniques and traditions to work with. I've taken aspects of the traditional Kanak and French dishes such as Bougna and Poisson Cru and weaved in my own modern French and Australian touches to help others try it at home,” she said.

Implemented by New Caledonia's Australian representative and tourism and marketing agency GTI Tourism, phase two of the integrated 'Have it all' campaign follows the launch of phase one, unveiled in June this year, which coincided with the announcement of Aircalin's direct flights from Melbourne.

Since the initial launch of 'Have it all', New Caledonia has seen a steady increase in visitation from Australia, with August seeing the strongest growth with a 25 per cent increase on the same time last year.

The campaign will continue to primarily target 25 to 35 and 55+ year old independent and active couples looking to discover cultural experiences and soft adventure when on holiday. All assets and messaging drive interested consumers to the bespoke microsite www.haveitall.com.au for further information including Justine's videos, recipes and partner booking details.
 
Ms Brunel said, “This AUD$300k campaign predominantly features online, driving awareness via multiple digital outlets including Skyscanner and TripAdvisor. It also incorporates online content for Buzzfeed, social media activation, partner retargeting and image-led outdoor billboards.”

New Caledonia with its mix of French influence and Melanesian traditions is a gastronomic hub in the South Pacific. As one of Australia's closest overseas destinations, it is only a short two hours from Brisbane, two and half hours from Sydney and, as of June, just under four hours from Melbourne.

To find out more about Justine's adventures in New Caledonia including the webisodes visit: www.haveitall.com.au.

For media enquiries please contact:

Natalie Schofield

New Caledonia Tourism

Australian Representative

E: natalie.schofield@gtitourism.com.au 

Ph: +61 (0) 2 9028 3569