Q&A: Is it considered a new game plus in mass effect 3 if i start with a different import character?

In Mass impact 2 all your new games got rewards right after you beat the game for the initial time so does something related happen in 3? Also this is a longshot, but if i play on a various import character do you assume it is achievable to get the secret ending or would i have to do it with the newgame plus of my initial playthrough?