New Caledonia sings a new tune with “Sounds of New Caledonia” campaign
New Caledonia Tourism (NCT) is singing a different tune with the launch of a new destination marketing campaign, ‘Sounds of New Caledonia’, in collaboration with Triple J feature artists and Laneway Festival favourites, Crooked Colours.
Regarded as one of Australia’s rising musical acts in the electronic scene, Crooked Colours were tasked with combining their musical talents and passion for travel to record two bespoke audio tracks that emulate their recent adventures in the South Pacific paradise, New Caledonia.
NCT Director Australia, Caroline Brunel said the campaign has taken a new direction for the tourism board, but one that is necessary to attract a fresh wave of Australian travellers.
“We wanted to break away from creating another glossy destination video set to an upbeat music track. Instead, we looked to create something that would not only spark emotion and desire when heard, but that would also reflect on the true essence of New Caledonia,” Ms Brunel said.
“Crooked Colours have brought the destination to life by combining a mixture of interesting visual imagery and shot composition alongside artistic craftsmanship to create something that we feel will resonate with and entice Aussies looking for a sensory travel experience.”
The track aims to highlight the different adventures, tastes and cultures that New Caledonia offers.
The track is coupled with inspiring imagery from the different locations around New Caledonia where the sound was captured, creating a montage of visual and aural moments to evoke the emotional journey of a New Caledonian adventure.
Crooked Colours front man Phil Slabber said the collaboration with NCT provided them with a new canvas of inspiration, enabling the trio to draw upon the distinct Pacific island sounds to create tracks that are fresh and authentic.
“When we travel, sound is a defining part of the fabric of our experiences. Sound is embedded in every memory of our holiday, be it the music we take with us, the tongues of new local friends, the songs of wildlife, the percussive rhythm of transport, the soft flutter of fresh sheets or in the collective orchestral boom of a city. Sound is everywhere,” Mr Slabber said.
“From the outset, we wanted to draw on all of these sounds to create a track that would capture a different side to the destination. We wanted to let the destination guide our journey. New Caledonia didn’t disappoint, the more we explored the more bespoke sounds we uncovered. All of this combines with the visual content we captured; the realistic documentary-style brings an authenticity to the sounds.”
Listen to the tracks at www.newcaledonia.travel/au/sounds.
With Nouméa only two hours from Brisbane, under three hours from Sydney and less than four hours from Melbourne, New Caledonia is fast becoming a destination where travellers can have it all. For further information visit: www.newcaledonia.travel/au.