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Overview

Destination and airline partnered up to increase passengers to New Caledonia resulting in 290% lift in airline sales.

The Opportunity

Competition among the many and varied destinations in the South Pacific is steep. The territory of New Caledonia wanted to gain brand recognition and increase market share against other nearby tourism destinations like Fiji, Vanuatu, Samoa and the Cook Islands.

The Solution

New Caledonia Tourism turned to Expedia Media Solutions to develop a custom campaign targeted to the Australia market on Expedia.au. They worked in partnership with Aircalin airlines to provide a package offer of discounted airfares from Australia to New Caledonia. In addition, Aircalin airlines used a radio spot to promote the offer, referring listeners back to Expedia.au to book the air and hotel discounted package.

The 3-week campaign on Expedia.au consisted of home page core offers, wallpaper ads, and display ads on Search pages targeting for similar destinations in the South Pacific. The campaign also included a post on the Expedia.au Facebook page and included a dedicated email sent to targeted Expedia customers.

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The Results

 

The campaign proved to be a smashing success, generating triple-digit Year-Over-Year results for both New Caledonia Tourism and Aircalin.

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123%
Room Nights
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151%
YOY Gross Bookings
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290%
YOY Airline Tickets Sales
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154%
YOY Passengers

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