With just three months to go until the world premiere of The
Hobbit: An Unexpected Journey in Wellington, Tourism New Zealand
has been working to ensure New Zealand benefits from the increase
in international attention.
A creative theme for all activity has been confirmed to ensure
there is a strong connection between the films and New Zealand. Key
international media and opinion leader targets have been
identified. Advertising schedules are locked in. Broadcast footage,
"One of our most exciting milestones will be reached in late
August when the new 100% Pure New Zealand campaign will get
its first public airing, drawing together the themes '100% Pure'
and '100% Middle Earth'" says Chief Executive Kevin Bowler.
"Our new advertisement will be placed on TV and cinema in
selected offshore markets. It will also appear on-line
and new pages and imagery will go live on newzealand.com.
"This will be the first screening of the latest evolution of the
100% Pure New Zealand campaign and we are pretty excited about it,"
Tourism New Zealand is already well underway with its activity to
convert the international attention New Zealand will draw from the
movies, into travel.
Kevin says, "International media attention surrounding the films
has been growing over the past few months and we have already
hosted a number of journalists who are writing specifically about
New Zealand as the location for the films.
"We have Hobbit-specific pages on our corporate website, and images on
our image library, providing a hub for all the news
and information people may need.
"Consumers visiting newzealand.com will already find a "Home of
Middle-earth" section offering a range of experiences and products
that are based around the filming of The Lord of the
"We were also thrilled to be a part of the Weta booth at Comic Con
in the middle of July, working alongside Air New Zealand, Hobbiton
and Film New Zealand to promote New Zealand, to those who attended
Comic Con is now regarded as the largest comic book and popular
arts convention in the world with around 130,000 people
"As we work to leverage The Hobbit: An Unexpected Journey and The
Hobbit: There and Back again, we will connect the landscapes of
Middle-earth with the experiences of New Zealand.
"Through our marketing activity we 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," he says.
Read more about the work we are doing around The