The Client: New Caledonia Tourism Point Sud
New Caledonia Tourism is the EIG responsible for the development and promotion of New Caledonia in France and worldwide.
The Challenge:
Create awareness and inform a niche audience about a new sailing offer and the reasons to charter a sailingboat in New Caledonia and discover these very unique and authentic islands in the South Pacific.
The Solution:
- Organization of two press trips, one individual and one group trip in October and November 2010.
- Partnership opportunity with a new charter company in New Caledonia who sponsored the cruise.
- Discovery of the lagoon (UNESCO heritage) and the water sports' activities all around the archipelago.
- As an added value, discovery of some additional highlights on land with the endemic vegetation and the cultural melting pot on New Caledonia.
- Focus on sailing magazines covering the German speaking markets namely Germany, Switzerland and Austria.
- Invitation to the main sailing press in order to assure a complete coverage of the niche.
- Partnership with two airlines, Air France for the flights departing Europe and Aircalin for the connecting flight in Japan and South Korea.
The Result:
Within the 6 months following the press trips, each of the 5 high gloss magazines had issued their story in form of a 6 to 9 pages coverage.
- Yachtrevue, AT – 6 pages January 2011
- Die Yacht, Germany – 9 pages – January 2011
- Fit for Fun – February 2011
- Swissboat Yachting, CH – April 2011
- Skippers, CH – France – April 2011
Media value of published articles : 560.000,-€
