End of a hip, sexy campaign with Australian “SurfStitch”
From 16 September to 29 December 2016, New Caledonia Tourism and its partners joined forces with Australia’s largest online fashion retailer, Surfstitch, to make New Caledonia THE seaside destination for its new Summer collection. Report on this new partnership which has given the territory new exposure.
New Caledonia Tourism (NCT), Aircalin, Nautilus Tours and the Marriott and GLP hotels worked together with Australia’s largest online fashion retailer, on the marketing campaign for its new Summer collection. The website has 1 million visitors each month, handles 800,000 orders per year and interacts with 900,000 members, 437,000 Facebook fans and 75,000 Instagram followers. Its primary target is the 25-35-year-old age group.
The aim of this partnership was for New Caledonia to increase the number of opt-in contacts for its database during the SurfStitch website’s high traffic period and to raise its profile to a new audience in the beach resort travel and water sports sectors.
It took the form of a B2C multichannel campaign, supplemented by a competition (prize: a six-night stay for two with return airfares, transfers and a surf lesson). A link was inserted on the Surfstitch home page, its « Women » page, its newsletter and its social networks. NCT and its partners have gained new exposure through this campaign. In total, more than 18,720 internet users registered and had an insight into the destination, but in the end, it was Tash Bermingham who has won the chance to actually visit!
In addition to this consumer interaction, during the three months, a « making off » campaign - Behind the Scene – was created, to enable the internet users to experience the different stages of the new collection’s photo shoot from 26 to 30 July 2016 in New Caledonia. The destination has raised its visibility due to the content posted by SurfStitch on its online website, on the site https://thelens.Surfstitch.com/ and on its Snapchat, Instagram and Facebook sites. The brand’s models also showcased these photos sessions in real time on their own social networks (Kristina Mendonca, Monika Clarke, Tristyn Martens-Shaw, Anna Golovina and Brinkley Davies).
An excellent operation which has enabled the destination to continue to reach new audiences!
SurfStitch production team: Carly Brown, photographer: http://www.carlybrownphotography.com/ ; Mike Calvino, director: http://www.mikecalvino.com/ ; Nicole Adolphe, stylist: https://nicoleadolphe.com/ ; Erin Gallienne, H&MU: http://eringallienne.com/ ; Luke Scharkie, artistic director (SurfStitch) ; Jess Tye, producer (SurfStitch) ; Delphy Jungo, producer (SurfStitch).