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Leveraging 100% Middle-earth, 100% Pure New Zealand webinar

Tourism New Zealand is working hard to convert the international attention New Zealand will draw from The Hobbit trilogy into travel.

We're making a significant international push for new international visitors, with our latest 100% Pure New Zealand campaign, invoking the magic of Middle-earth.

On Tuesday 25 September, Catherine Bates, General Manager International Brand and PR provided an overview of the work Tourism New Zealand is doing to leverage the November world premiere of The Hobbit: An Unexpected Journey, in particular with the International Media Programme and trade.

Tim Burgess, General Manager Australia followed up discussing how 100% Middle-earth, 100% Pure New Zealand was launched in Australia, and how other activity in market is being rolled out tapping into the Middle-earth theme.

To see a summary of the key points discussed in the webinar download the document here.