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.
"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
"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
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