By: Chief Executive Kevin Bowler
In two days' time Tourism New Zealand will release the latest
evolution of our 100% Pure New Zealand campaign.
The Middle-earth themed television and cinema advertisement will
be shown first to industry at the Tourism Export Council's 2012
conference, before being posted on our Pure New Zealand You Tube
page and newzealand.com.
Campaign activity starts in Australia on Sunday August 26 before
rolling out across the world through TV, cinema and online
This is a venture to promote New Zealand, using Middle-earth as a
lever to gain more attention and greater reach for our
Why? Because millions of people globally have seen The Lord of the
Rings trilogy and we expect millions more to watch The Hobbit
More than 50 per cent of the people in our top six target markets,
already interested in visiting New Zealand, call themselves fans of
the films. With the launch of the campaign, our work begins in
earnest to convert these fans into travellers.
I am extremely excited about introducing this campaign to you all
and am confident that we will see a significant increase in desire
for a New Zealand holiday.
By way of background - the idea behind the campaign actually came
from comments made by cast members on Peter Jackson's The Hobbit
films' production blogs. One of the actors spoke of how New
Zealand's landscapes actually look fake because you just can't
believe that such places really exist.
Our aim is to convince everyone that yes, these places do in fact
exist and you can have some amazing adventures and experiences here
within movie-like landscapes.
But we do need some support from you: I encourage you to share the
link to our campaign with all your friends, family, customers and
stakeholders and help spread the word of 100% Middle-earth, 100% Pure New
The advertisement will be loaded on our Pure New Zealand You Tube
page and newzealand.com so bookmark this now and come back after
6:00pm on Thursday. I promise you won't be disappointed.
From Friday you will find new Middle-earth themed pages and
experiences on newzealand.com. We also have Middle-earth
information and imagery available on our international media
website, our trade site and our image library making it easy for
anyone who writes about or sells "Destination New Zealand" to
leverage off the popularity of Middle-earth.
As we get closer to the world premiere of The Hobbit: An
Unexpected Journey in December, you will see us increase the
Middle-earth influence even more.
But for now, we bring just a touch of Middle-earth to our 100%
Pure New Zealand campaign. Remember to view the ad and share the ad
from Thursday. I look forward to hearing your feedback.
About the films:
A production of New Line Cinema and Metro-Goldwyn-Mayer Pictures
(MGM), "The Hobbit: An Unexpected Journey" is the first of three
films from filmmaker Sir Peter Jackson, the Academy Award-winning
director of "The Lord of the Rings" Trilogy, who shot the films
concurrently on locations across New Zealand.
The screenplay for "The Hobbit: An Unexpected Journey" is by Fran
Walsh & Philippa Boyens & Peter Jackson & Guillermo del
Toro. Jackson is also producing the film, together with
Carolynne Cunningham, Zane Weiner and Fran Walsh. The
executive producers are Alan Horn, Toby Emmerich, Ken Kamins and
Carolyn Blackwood, with Boyens and Eileen Moran serving as
"The Hobbit: An Unexpected Journey" and the second and third films
of the trilogy are productions of New Line Cinema and
Metro-Goldwyn-Mayer Pictures, with New Line managing
production. Warner Bros. Pictures is handling worldwide
theatrical distribution, with select international territories as
well as all international television licensing being handled by
information on TNZ's work to maximise the international
attention NZ will draw from The Hobbit.