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Middle-earth campaign clinches top Asia Pacific PR award

Tourism New Zealand (TNZ) has again taken international honours for its 100% Middle-earth, 100% Pure New Zealand campaign.

It is the first year the prestigious European Excellence Awards have been taken to the global level, with five continents now vying for the coveted awards for best in PR and Communications in their region. The 2015 awards attracted 2,600 applications worldwide.

The TNZ award-winning PR campaign focused on the premier of The Hobbit: The Battle of the Five Armies to leverage New Zealand’s leading role as Middle-earth in The Hobbit and The Lord of the Rings film trilogies. Developed in partnership with film makers Wingnut Films, Metro-Goldwyn-Mayer Pictures, New Line Cinema and Warner Bros. Pictures, along with Air New Zealand – the airline of Middle-earth – the work was designed to lift preference for travel to New Zealand. The activity included a global fan contest, international media programme, video and written content and PR at the world premiere in London.

TNZ Chief Executive Kevin Bowler said: “This is excellent news. The three years of 100% Middle-earth, 100% Pure New Zealand were extraordinarily successful and the Middle-earth concept is still an important reason that many international travellers visit New Zealand.

“As a marketing organisation, it is great to see our work being judged and acknowledged at an international level. This work was a collaboration with key partners and the award is important recognition for everyone who was part of the 100% Middle-earth, 100% Pure New Zealand work.”

The Asia Pacific Excellence Award is the latest in a number of international accolades for the 100% Middle-earth, 100% Pure New Zealand campaign which was launched in 2012. The campaign won the award for 'World's Leading Destination Marketing Campaign' in the World Travel Awards 2012 and the prestigious Pacific Asia Travel Association (PATA) Grand Award, Marketing in 2014.


Contact: Trish Green, Senior Communications Advisor
Ph.: +64 21 243 0386