100% Middle-earth,100% Pure New Zealand will underpin
Tourism New Zealand's (TNZ) campaign work to promote New Zealand as
a visitor destination through its association with the upcoming
film releases of "The Hobbit" Trilogy - productions of New
Line Cinema and MGM, distributed by Warner Bros.
The aim is to take advantage of that global profile by showing
how easily the fantasy of The Hobbit movies can become reality in
the form of a New Zealand holiday.
Many movie goers would probably consider the landscapes of
'Middle-earth' to be a fantasy, only made possible thanks to the
talents of film makers. Not so.
Marketing work will show potential travellers that the fantasy of
Middle-earth is in fact the reality of New Zealand - and that there
is a whole world of experiences to be had and people to meet within
the movie-scene style landscapes.
Marketing activity will show how easy it is to come here, see
Middle-earth first-hand, and enjoy all the exciting and fun
experiences New Zealand has to offer.
Advert Wins Impact Award
Tourism New Zealand's new 100% Middle-earth campaign advert has
won a Colmar Brunton Ad Impact award.
Harriet Dixon from Colmar Brunton says "Carrying through the
100% signature is a nice nod to the previous campaign, while the
Middle Earth story takes us to a place somewhere between reality
and fantasy where we recognise the country we're so proud of, and
love to share.
This ad is one of those rare things: lovely and soft, tugging at
the heart strings, but still managing to wipe the floor across all
the impact measures.
It creates very high impact through its clever use of creative
style and wonderful storytelling… Great branding and strong
talkability are also aiding the success of this campaign, gaining
impassioned appeal among consumers."
the full story here published on 21 September 2012.