Major Bollywood production company Dharma Productions will film
in Queenstown in late January, putting New Zealand on screen in
front of as many as 150 million viewers.
The major feature film I Hate Luv Stories stars Bollywood
heart-throb Imran Khan and the beautiful Sonam Kapoor. Due for
release in May 2010, it has already been noted by Bollywood critics
as a film to watch out for.
Tourism New Zealand's Acting Chief Executive Tim Hunter says the
opportunity to showcase New Zealand and for media coverage in India
is huge.
"The movie itself will attract a huge audience but the media
surrounding the filming and the release will also present great
opportunities for promoting New Zealand as a visitor destination,"
he says.
During the filming in January, Tourism New Zealand will also be
hosting Indian media who will follow the two lead actors as they
participate in tourist activities in the Queenstown area.
One of India's leading fashion magazines has also expressed
interest in using the lead actors in a major fashion shoot, using
Queenstown as a backdrop.
But the film will do more than just showcase Queenstown's stunning
scenery; it will also highlight the exciting experiences that the
region offers. "With the storyline being based on a couple coming
to New Zealand to film a movie, there is opportunity for placement
of tourism products in the film," Tim Hunter says.
2009 has already been a busy year for Tourism New Zealand's PR
programme in India. Coverage of the Indian cricket team during the
March cricket test reached an estimated 320 million across online,
print and broadcast outlets including shots and footage of the team
participating in tourist activities in Auckland.
Tim Hunter says the impact on holiday arrivals has been obvious;
holiday arrivals from India in March 2009 jumped up by almost 70
per cent from the same month a year earlier and arrivals have been
rising since then.
"Results like those around the Indian cricket tour prove the power
of these kinds of initiatives. We hope that I Hate Luv Stories will
continue to lift New Zealand's profile in India. Tourism New
Zealand is working to building awareness of New Zealand as a
visitor destination and we hope to move India into the top
performance spot in South Asia," he says.
The filming in Queenstown begins in late January, with the
65-strong crew and cast staying for almost two weeks.
For more information contact:
Cas Carter - 021 915 410
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about Tourism New Zealand's international PR work