New Caledonia Tourism (NCT) has won silver in the country category at the ‘Golden City Gate’ Tourism Multimedia Awards at ITB Berlin for their campaign ‘Sounds of New Caledonia’
NCT collaborated with up and coming Australian indie band ‘Crooked Colours’ to create the winning song and video that would resonate with young millennial travellers.
“Fantastic innovative work by New Caledonia Tourism! Their strategic marketing campaign using social media influence has been recognised and it’s a win for the Pacific” said SPTO Chief Executive Officer, Christopher Cocker.
The band travelled to the New Caledonia and created the music track by capturing sound bytes from the four corners of the country, which included a combination of natural elements, spoken languages and urban attractions accompanied by imagery of where it was captured.
“New Caledonia is by far a very scenic and visual destination however many destinations are competing with us, our goal with this campaign was to create something different, that would focus on emotive hooks and thus create connection through both sound and image” said Sylvie Hennebo, Promotion Executive of New Caledonia Tourism Europe Office.
Crooked Colors currently on tour in the US said on their Facebook page post when they released the video last year in September “A few months ago we had no idea where New Caledonia was until we were invited by the tourism board to come and experience the countries beauty and record the sounds of the islands. This campaign they put together using the music we produced nearly does it justice but in reality the place is even more perfect”
The ‘Sounds of New Caledonia’ campaign was also nominated for the 2017 ‘Cannes Tourism Video Awards’ – in the Destination category and has had a total view of 3.7 million across of social media platforms
To access the video click here: https://www.youtube.com/watch?v=bOpiIJ-qU_c
About the ‘Golden Gate’ Awards
For 16 years the international Tourism multimedia competition “The Golden Gate” is a creative and innovative Highlight of the tourism industry at ITB Berlin. The winners will receive gold – silver-or bronze. The best contribution of all categories will be awarded with the DIAMOND AWARD.
Access info here: http://the-golden-city-gate.com/index.php?id=ueber-uns
Established in 1983 as the Tourism Council of the South Pacific, the South Pacific Tourism Organisation (SPTO) is the mandated organisation representing Tourism in the region. Its 18 Government members are American Samoa, Cook Islands, Federated States of Micronesia,
Fiji, French Polynesia, Kiribati, Nauru, Marshall Islands, New Caledonia, Niue, Papua New Guinea, Samoa, Solomon Islands, Timor Leste, Tonga, Tuvalu, Vanuatu and the People’s Republic of China. In addition to government members, the South Pacific Tourism Organisation enlists a private sector membership base.
For further information, please contact:
Alisi Lutu, Marketing Manager
South Pacific Tourism Organisation (SPTO)
Email: firstname.lastname@example.org or +679 3304177
(Source: South Pacific Tourism Organisation [SPTO]Press Release 16 March 2018)
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