Bourail Fair: a great result!

Last week, over 28,000 visitors rocked up to the Bourail Fair, proving once again it’s a top-notch event in New Caledonia.
We’re delighted to have been able to put tourism in the spotlight with a stand especially set up for the region’s offerings: an opportunity to give greater visibility to all the region’s service providers.

•A communication campaign in the early stages, including the production and distribution of a promotional video dedicated to Bourail,

•media coverage over the weekend,

•setting up and distributing special offers,

•designing the stand to welcome visitors in the decor and atmosphere of the region,

•as well as public entertainment,

all helped attract attention and let us share tourist tips over the weekend with the aim of helping people (re)discover your service offerings.

Our action report

Promotion & Communication

Promotion & Comms
Production of promotional materials:

Videos and photos of Bourail and partner service providers:
In order to showcase the service providers working alongside us at the Fair, and to highlight the town of Bourail and the region’s exceptional wealth of tourist attractions, we spent a week filming with a top-notch professional.
We ended up with over a hundred photos (portraits, locations, activities, landscapes) and dozens of hours of video footage for our promotional activities.
The team produced a promotional video, with an invitation to travel to Bourail from dawn to dusk, in three formats (12 seconds, 20 seconds, and 2 minutes) to promote tourism offers during the Foire de Bourail. The video has clocked over 16,500 views on YouTube!

Dedicated web page

We posted a special page on the Foire for the website, highlighting special offers, the Fair programme, and the fun events planned.
It had over 3,600 views in the week leading up to the Fair.

Promotional campaign
Les vidéos promotionnelles ont été publiées sur l’ensemble de nos plateformes et plusieurs posts et stories ont été réalisés autour de la participation de Sud Tourisme à la Foire :

• Social networks: Instagram, Facebook, LinkedIn. Those four posts and forty or so stories scored over 68,000 interactions.

• YouTube: 16,500 views

• Website: The Bourail fair and offers pages got more than 3,600 views.

• TV (NC 1ère): 8 TV spots in the week before the Fair – 115,000 viewers/day

• Radio (RRB and NC 1ère): some 40 radio spots for 1 week – 60,400 listeners per day for NC 1ère and 58,400 listeners per day for RRB

• Press (La voix du Caillou): a banner on the front page of the new daily newspaper on the Thursday before the Fair – Circulation: 7,000 copies

• Cinema (MK2): one week of cinema screenings before the movies

• Dynamic ads on Thea Vision screens at Vallée des Colons, Motor Pool, downtown Nouméa – 75,000 vehicles/day

•Ads at the entrance to Bingo, and on Visual Com’s network of 17 TVs (various commercial outlets, restaurants, clinics, and gyms in Nouméa).

Media coverage
A proud moment for tourism: NC 1ère’s TV news programme kicked off Sunday night with a shoutout to Bourail’s offer and the Foire de Bourail’s impact on the sector! Air Paradise helped with the footage.
We also had radio interviews: on RRB on Saturday mornings and afternoons, and on NC1ère on Friday, Saturday and Sunday.
Plus, a whole page on our actions and your offers in La Voix Du Caillou on Fridays!
Some extracts via this link

Exclusive deals & entertainment

The more determined service providers had the opportunity to propose exclusive offers which were relayed on all our platforms in the run-up to the Fair.
We received a great deal of interest from visitors we chatted with about the various structures, some of which are still under the radar, and the deals on offer. We were able to instill in them a desire to book their next Bourail adventure, even when the conditions of the offers didn’t immediately convert into sales.
In the end, over 150 services were sold on the stand.

The success of a stand also hinges on the entertainment on offer, and our Ferris wheel reached its target: over 2,000 participants over 3 days!
We proposed 2 gameplay mechanics:
1. The Wheel Game with instant prizes (drawn then and there) linked to Bourail tourism (including destination goodies, and each partner’s offers and services).(and including, in addition to the destination’s gifts, each of the offers and services of partner service providers).
2. The Big Sud Tourisme Game with a final draw (after signing up) to win a week for two in Bourail.
Over 1,500 people took part in the Grand Jeu Sud Tourisme Nouvelle-Calédonie!

The 1,500 new contacts collected via these games will enable us to enrich the B2C database, so we can shoot them emails for targeted destination promos.
A post-Fair thank-you email is being prepared for all the contacts collected, highlighting Bourail’s tourism offer.

The Sud Tourisme stand

To best promote our offers, we published and printed fifteen foam board supports, Bourail Fair branded, with snazzy new pics of accommodations and activities.
The offers were also broadcast on the TV screen rented for the Fair.
Visitors could also win souvenir photos (via our Photobooth on the stand). The event was a great success, and those Sud Tourisme-themed mementos will stay around for ages.  A thousand photos were taken in collaboration with Tiki Photo.

Six members of the Sud Tourisme team and five BTS Tourism students were on hand during the three days of the Fair to advise visitors, run the stand, and sell services. We estimate that over 6,000 people swung by the stand!

The results are therefore incredibly positive, enabling us to build on the successes and identified areas for improvement to plan future events in support of the sector!

En savoir plus

Contacter Annabelle Baillot, responsable marketing et communication

Annabelle.baillot@sudtourisme.nc

53.72.88