How New Cal is tempting more tourists

By laurencroft

What’s better than wicked beats? Wicked beats in paradise, obviously.

Which is exactly why New Caledonia Tourism (NCT) have teamed up with Triple J faves and Laneway Festival faves Crooked Colours for the launch of their new destination marketing campaign, ‘Sounds of New Caledonia’.

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The electronic trio are fast-rising in the Aussie electronic music scene – and were tasked with combining their musical talents and passion for travel to record two bespoke audio tracks that emulate their recent adventures in the South Pacific paradise of New Caledonia.

Check out the tracks here.

NCT Director Australia Caroline Brunel said the campaign is a new direction for the tourism board, but will attract a fresh wave of Aussie travellers.

“We wanted to break away from creating another glossy destination video set to an upbeat music track. Instead, we looked to create something that would not only spark emotion and desire when heard, but that would also reflect on the true essence of New Caledonia,” she said.

“Crooked Colours have brought the destination to life by combining a mixture of interesting visual imagery and shot composition alongside artistic craftsmanship to create something that we feel will resonate with and entice Aussies looking for a sensory travel experience.”

The track aims to highlight the different adventures, tastes and cultures that New Caledonia offers. It’s also coupled with inspiring visuals from the different locations around New Caledonia where the sound was captured, showing Aussies the emotional journey of a New Caledonian adventure.

Sounds of New Caledonia 7

Crooked Colours front man Phil Slabber said the collab with NCT provided them with a new canvas of inspiration, enabling the trio to draw upon the distinct Pacific island sounds to create tracks that are fresh and authentic. Let him explain:

“When we travel, sound is a defining part of the fabric of our experiences. Sound is embedded in every memory of our holiday, be it the music we take with us, the tongues of new local friends, the songs of wildlife, the percussive rhythm of transport, the soft flutter of fresh sheets or in the collective orchestral boom of a city. Sound is everywhere,” he said.

“From the outset, we wanted to draw on all of these sounds to create a track that would capture a different side to the destination. We wanted to let the destination guide our journey.

“New Caledonia didn’t disappoint, the more we explored the more bespoke sounds we uncovered. All of this combines with the visual content we captured; the realistic documentary-style brings an authenticity to the sounds,” Slabber added.

Nouméa is only two hours from Brisbane, under three hours from Sydney and less than four hours from Melbourne – and after hearing this track, you’ll definitely want to visit.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

Crooked Colours destination: marketing New Caledonia Tourism