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100% Middle-earth reaches the USA

This week sees the first 100% Middle-earth, 100% Pure New Zealand joint venture activity launched in USA as part of an advertising campaign with Air New Zealand.

The campaign marks the start of an extensive period of activity over the next four months in the lead-up to the release of the first Hobbit movie, The Hobbit: An Unexpected Journey.

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"The USA is a priority market for Tourism New Zealand, and a key market for the 100% Middle-earth campaign activity," says Gregg Anderson, General Manager Western Long Haul Markets.

"Our latest research told us that there is a 63 per cent level of awareness of the film amongst out target market, and we expect a significant increase in interest from the Americas with the release of The Hobbit movie in December. All of our activity in market is working to convert this interest into a trip to New Zealand."

Using the 100% Middle-earth creative and leveraging Tourism New Zealand's other activity in market, the campaign will drive the message that the cinematic fantasy world of Middle-earth, is in fact the reality of New Zealand, and inspire Americans to visit.

Rolled out using online advertising, potential travellers will be directed to landing pages on newzealand.com and airnewzealand.com respectively, and promotes a return airfare to Auckland of $1,298 from either Los Angeles or San Francisco for travel commencing 11 Nov - 26 Nov, 2012 and 1 Mar - 08 Jun 2013.

Running from 8-30 October, the campaign will be followed with further activity into November including a trade partnership campaign featuring Air New Zealand as the key airline partner.

Read more about 100% Middle-earth, 100% Pure New Zealand.