Tourism New Zealand (TNZ) is making a significant international
push for new international visitors, with its latest 100% Pure New
Zealand campaign, invoking the magic of Middle-earth.
Today's release of the latest TNZ television and cinema commercial
tells a compelling story of how 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.
It targets all potential travellers to New Zealand portraying the
country's stunning scenery and unique activities and experiences,
coupled with Middle-earth-themed narration.
Chief Executive Kevin Bowler says the campaign aims to leverage
off interest generated in New Zealand by its starring role as
Middle-earth in the Peter Jackson-directed trilogies based on The
Lord of the Rings, and The Hobbit.
"Millions of people have seen The Lord of the Rings trilogy and we
expect millions more to watch The Hobbit trilogy, a
production of New Line Cinema and Metro-Goldwyn-Mayer
"Our objective is to show people that while New Zealand stars as
the fantasy world of Middle-earth, what people see in the cinema is
actually a real place just waiting to be explored.
"Not only that but you can have some amazing adventures and
experiences within movie-like landscapes.
"The campaign's primary aim is to compel people already interested
in a New Zealand holiday, to make an actual booking.
"Digital media, social media and public relations campaigns are
all working to deliver an increase in travellers to New Zealand,
unified by the umbrella theme of 100% Middle-earth, 100% Pure New
Zealand," says Kevin.
The campaign is the latest evolution of the highly successful 100%
Pure New Zealand campaign first launched in 2000.
It is being rolled out across all of Tourism New Zealand's
marketing channels with dedicated information on newzealand.com
providing travellers with the best advice on how to discover the
home of Middle-earth.
It launches first in Australia on Sunday August 26 and will screen
in cinema and on television in all of New Zealand's major tourism
markets in September and October.
In each of the target markets, campaign work will link the
promotion of destination New Zealand to actual travel offers and
drive people to newzealand.com, so those inspired to book a holiday
can connect directly with travel sellers.
The official airline of Middle-earth, Air New Zealand will also
screen the advert on Air New Zealand domestic jet flights from 24
"We are working closely with our partners Warner Bros. Pictures,
Wingnut Films and Air New Zealand to maximize all the tourism
opportunities available," Kevin concludes.
See how the 100% Middle-earth, 100% Pure New Zealand campaign
was launched in
Japan and Australia.
information on TNZ's work to leverage the Hobbit Trilogy.