New Caledonia’s latest tourism campaign via RYOT Studio paints a colourful picture

New Caledonia Tourism has teamed up with Verizon Media’s RYOT Studio to launch its latest campaign, combining digital and OOH to tempt visitors to the South Pacific island.

As Australia’s closest South Pacific island neighbour (less than three-hour flight from Sydney) New Caledonia remains a favourite destination for adventurous tourists. Tasked with maintaining this momentum, RYOT developed an innovative and engaging campaign combining offline and online in a visually unique exciting and creative way.

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In order to kick start conversation, whilst developing a visual identity for the campaign, RYOT engaged Sydney street artist, Blends, to paint a 2.3m high mural showcasing the beauty of New Caledonia in a high impact activation, perfect to encourage and engage social media interactions.

The impressive underwater scene, from first person perspective, is located alongside high traffic Victoria Road located in the Inner West Sydney suburb of Marrickville, en route to the city’s international airport.

To complement the stunning wall art, RYOT has produced three exclusive online editorial features to appear natively on Yahoo Lifestyle via Oath Ad Platforms, delving into and highlighting New Caledonia’s intriguing cultural attractions including unique natural landscapes and delicious French cuisine.

Says Margot Deltour, director, New Caledonia Tourism in Australia:  “We know Aussies love New Caledonia, thanks to its rich culture, great cuisine, abundant natural landscapes and the huge array of activities you can do. However, we also know that holiday makers are spoilt for choice in our region, so we turned to RYOT to help showcase our beautiful country and the diverse range of experiences and activities on offer in a new, exciting and engaging way.

“Through working with the RYOT team we’ve been able to reach a wide audience by harnessing both digital and out of home formats. The stunning mural and supporting native content will really help ensure New Caledonia is front of mind for Aussie travellers.”

Says Zoe Cocker, head of studio, RYOT: “The powerful combination of OOH and digital, powered by our content and world leading tech platform, captures the attention of people in a new and inspiring way.

“Working with local artist Blends, we’ve been able to extend beyond RYOT’s usual production capabilities to bring this campaign to life. Supporting Australian artistic talent is part of Verizon Media’s ongoing dedication to investing locally in Australia.”

GSM: Jennifer Wagner

RYOT Editorial Lead: Carly Williams