Millions of Australians are already experiencing 100%
Middle-earth with the rollout of a comprehensive campaign aiming to
maximise exposure in our largest market.
Following the launch of Tourism New Zealand's latest brand
100% Middle-earth, 100% Pure New Zealand, activity has started
throughout Australia to drive the message that the cinematic
fantasy world of Middle-earth, as revealed in the upcoming fantasy
adventure motion picture The Hobbit: An Unexpected Journey, is in
fact the reality of New Zealand, and inspire Australian's to
"Australian's make up almost half of our visitor arrivals each
year and this campaign has provided a valuable opportunity to
leverage exposure and generate interest in the market," says Tim
Burgess, Tourism New Zealand's General Manager Australia.
Over the next four weeks the 100% Middle-earth, 100% Pure New
Zealand advertisements will feature on prime time television
slots on Channels 7 and 9 - two of Australia's largest television
The advertisements will air in both morning and evening slots and
to coincide with some of the channels highest rated programming to
help ensure high viewership and captive audiences.
In the digital space, the 100% Middle-earth campaign will do a
complete homepage advertising takeover of some of Australia's most
popular news websites, including The Sydney Morning Herald, The Age
and The Brisbane Times, all of which generate millions of unique
views each month.
"As a result of the combined broadcast and digital advertising we
estimate that around 58 per cent of people between 25-54 will see
the advertisement at least once on television and most likely again
"The advertisement will also be played across over 500 cinemas
nationwide, providing the opportunity to reach millions of viewers
- a huge percentage of which fall into our active consider
segment," says Tim.
The above will be supported by extensive public relations and
social media activity, with all activity driving people back to newzealand.com and to the 100% Middle-earth
Read more about 100% Middle-earth, 100% Pure New Zealand here.
Check out our marketing activity pages to see what else we are
doing in the Australian market.