New Caledonia launches microsite and marketing campaign

By Alexandra Coulton

New Caledonia has launched a new microsite showcasing the vast array of adventure, cultural and foodie experiences on offer across the South Pacific archipelago.

Now live, pulse.newcaledonia.trave lis designed to change people’s perceptions that New Caledonia is simply a beautiful beach destination. The site features recommended activities based on their level of intensity: the ‘Zen’ collection includes swimming in a natural pool in the Isle of Pines, while the ‘Thrills’ collection features skydiving over the UNESCO World Heritage listed lagoon and ziplining through the lush forests near capital city Nouméa.

The microsite comes as part of New Caledonia’s wider 2019 campaign, Feel The Pulse Of New Cal, which includes a variety of activities. In February 2019, a large-scale piece of street art appeared in Sydney’s Marrickville suburb showing underwater scenes from New Caledonia. Later in 2019, a map will appear on the microsite tracking the heartbeat of a range of travellers and influencers as they experience the different activities on offer in the destination. The map will create a shared experience between those who have visited the destination and those yet to explore it. This is in addition to a range of radio and digital advertising.

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New Caledonia Tourism Australia Director, Margot Deltour said the Feel The Pulse campaign will put a spotlight on New Caledonia’s diversity, with the aim of encouraging Australian travellers to experience the destination firsthand.

“Travel in 2019 is driven by the experiences a guest can have in a destination and the memories they can create there, and New Caledonia is in a unique position to leverage this. We have a wide range of activities on offer for all types of visitors, from adrenaline-fuelled windsurfing on the lagoon to soft hikes along world-class trails. And all less than three hours from Sydney.

“We want Aussies to feel the true ‘pulse’ of New Caledonia and know all the different ways they can immerse themselves in the destination to create wonderful, lasting memories,” said Ms Deltour.

The Feel The Pulse Of New Cal campaign will also be supported with a vibrant calendar of events in the destination throughout 2019:

Running and trails enthusiasts will enjoy events such as the New Caledonia XTERRA Run (25 May), Ultra Trail Race (7 June) and the New Caledonia International Marathon (25 August) – all showcase the destination’s array of stunning trails and tracks
Spectators will see New Caledonia’s lagoon in action with the Groupama Race (sailing) kicking off its seventh year in mid-2019 and the Professional Windsurfing Association World Tour returning in late 2019
Music-lovers won’t want to miss the Blackwoodstock Rock and Art Festival at La Foa on 4 October 2019 and Francofolies in Nouméa in late 2019; both events will present a melodic smorgasbord of talented local and international artists
Foodies will salivate when the French Cheese Festival sets up shop at Le Meridien Nouméa Resort & Spa, Le Meridien Ile des Pins and Sheraton New Caledonia Deva Spa & Golf Resort in June 2019 – there will be over 130 artisanal cheeses on the menu. The same hotels will present Underground Gourmet in late 2019, bringing Kanak culture to life with a traditional bougna feast

“Adding one of these fantastic events to a New Caledonia holiday is a great way to bring the destination’s unique offerings to life and gain deeper insight into its culture, traditions and food and adventure offerings,” said Ms Deltour.

For more information on exploring the ‘pulse’ of New Caledonia, visit pulse.newcaledonia.travelor follow #NewCalPulse. For further information on 2019 events, visit newcaledonia.travel/au.

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