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Tourism New Zealand unveils new 100% Middle-earth, 100% Pure New Zealand campaign

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.

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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 Pictures(MGM).

"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 August.

"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.

For more information on TNZ's work to leverage the Hobbit Trilogy.