Growth Plans for New Caledonia
New Caledonia Tourism has appointed a new sales team and prepared a major new television advertising campaign as part of its drive to lift the Pacific territory’s profile in the Australian market.
For the first time, New Caledonia has engaged an on-road sales representative to serve the travel trade, as well as a dedicated conference and incentive representative to support the business events sector.
The two new appointments follow a 60 per cent increase in consumer enquiries during the past six months, generated by a new-look press campaign aimed at luxury-minded travellers.
New Caledonia Tourism’s Australian General Manager Diane Moynihan said the increased interest was the direct result of a more targeted marketing strategy, highlighting New Caledonia’s proximity just 2½ hours from Sydney or 2 hours from Brisbane.
“New Caledonia and its wholesale partners now offer a more creative range of holidays and short breaks, aimed at high-income travellers and niche markets,” Ms Moynihan said. “In 2006 we will build on that with further development of target markets, an increased presence on television and in the press, and a more active presence in the travel trade.”
Key initiatives for 2006 include:
· An increased advertising budget, including a new-look national television campaign beginning in March, with tactical ads in partnership with key wholesalers
· A new website designed purely for Australian travellers, including sections dedicated to the travel trade and business events sector
· A new edition of the Conference and Incentive Planner, to be unveiled at AIME 2006
· A new Specialist Agent Scheme, to be launched in the second half of the year.
Ms Moynihan said she had appointed Jacqueline Penze as Agency Representative. Jacqueline is a former travel consultant who has held senior roles at travel agencies and corporate travel consultancies. Natalie Corbett-Jones had been appointed Business Development Manager, MICE, and has 10 years’ experience as a professional conference organiser and corporate travel consultant.
“With our new team in place and a more focussed approach to our marketing, New Caledonia is well-placed to enjoy steady growth and prosperity in coming years,” Ms Moynihan said. “All our research indicates Australia’s love affair with the Pacific is set to continue strongly, and the work we do now will lay the foundations for New Caledonia to benefit greatly from that interest.”
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