South Province tourism a new brand for the destination
This November 15, Destination Province Sud becomes Sud Tourisme Nouvelle-Calédonie
We unveil, in preview, the invitation to travel and discover a rich and varied nature destination.
Sud Tourisme, the tourism attraction agency in South Province works for all its tourism players. The launch of a new brand aims to strengthen the destination’s identity, promote its uniqueness, offer it greater awareness and appeal, and convey its strategic positioning, promises and values.
A tourism destination brand comprises a strategic combination of elements used to identify and position it.
The “Sud Tourisme Nouvelle-Calédonie” logo was born from the combination of strong intentions
Three imposing round letters impose SUD with character and strength. This destination is made up of all the destinations in the province, and is supported by the provincial institution and the various communes that make it up. It reflects not only the shared desire to make tourism a genuine economic development issue, but also the pride of the players who “make” this destination.
The SUD is criss-crossed by abstract motifs symbolizing the variety and richness of the scenery the destination has to offer. The idea is to give pride of place to nature. These motifs come to life, inviting travel and discovery. The vacation sun shines on hiking trails, waterfalls and rivers, the lagoon, the bush, the various forests and the columnar pines. It’s all about nature and exceptional biodiversity. This playground offers something for everyone, so varied are the experiences on offer.
The motifs that run through it also bear witness, in an abstract way, to the importance of the legacy of the original cultural heritage. The motifs of petroglyphs or other engraved bamboos have inspired the use of these drawings.
As for the word TOURISM, it is anchored in the earth in the manner of an imprint in the soil. The word TOURISM, for its part, is anchored in the earth in the manner of a footprint: that of man in connection with nature, that of the Caledonian so attached to his land, but also that of the unforgettable passage of a visitor.
Finally, the logo is “signed” in handwriting by NOUVELLE-CALÉDONIE. Beyond the landscapes, it’s the human relationships that will mark the visitor’s stay. The experience will be personalized, from exchanges with the destination’s Tourist Office advisors to meetings with the various players and service providers who will leave their mark.
The inclusion of the island’s name in this territorial brand helps to situate the destination within the New Caledonia country and offer it greater legibility beyond our borders.
Two signature slogans highlight the destination’s assets
To stand out, a brand must highlight the promises made to visitors:
Experiences for every taste
From the red earth to the shades of blue of the lagoon, from tribal gites to star hotels, from relaxing spas to sporting adventures, the tourism offering in the Southern Province is rich and varied. It offers as many experiences as there are desires to satisfy. This incredible potential is a strength and a promise of “Sud Tourisme Nouvelle Calédonie”.
Let’s create your fondest memories together
Every tourism player is a “creator of memories”.
This promise is also intended to differentiate. The visitor experience is based above all on the human relationships that are forged throughout a stay. Each of us contributes to this and plays an important role in the memories that will remain anchored and be recounted.
An animated video brings the logo to life to illustrate the invitation … and begin the journey
A network of Tourist Offices to facilitate the visitor experience
The attractiveness agency in charge of tourism promotion for the destination works on behalf of all service providers, as well as promoting the natural and cultural heritage. The aim of the territorial brand is to federate.
“Sud Tourisme Nouvelle-Calédonie” is also the brand of the tourist offices in the South Province, where visitors will find the same codes and will be able to be advised on the entire offer, without geographical limitations throughout the South Province.
The aim is to facilitate the visitor’s experience, and to offer personalized, “made-to-measure” support. Tourist office advisors are creators of memories.
A website that centralizes tourist information
All tourist information is available on the destination’s website, updated daily by tourist office advisors.
This website www.sudtourisme.nc is the gateway for visitors and reflects the image of the destination. It has therefore adapted to the brand’s new identity.
Among the projects supported by the attractiveness agency, tourism players can count on the evolution of this site into an ecosystem hub. A new site will enable us to go beyond the showcase by offering online marketing and our many business applications dedicated to professionals.
A boost from the new tourism organization
2022 will have been marked by a new organization of the tourism sector, under provincial jurisdiction. The province, which until then had entrusted the promotion of its destination to the GIE “Nouvelle Calédonie Tourisme Point Sud”, took the decision to make tourism a major economic development issue by creating a local public company, a commercial company with public capital. The agility of the Sud Tourisme attractiveness agency will enable it to pool resources in the service of tourism players and carry out a common strategy.
While the Sud Tourisme attractiveness agency took over the “Destination Province Sud” brand when it was created last April, its board of directors, made up of the South Province, the communes and the Chamber of Commerce and Industry, quickly validated the need to mark the transition and drive the dynamic carried by the new team via a new destination brand.
For more information
Contact Annabelle Baillot, marketing and communications manager
Annabelle.baillot@sudtourisme.nc
53.72.88
