Tourism New Zealand's 100% Middle-earth, 100% Pure New Zealand
advertisement has reached more than 500,000 on-line views to
date, despite much of the core campaign work still to launch in
advertisement was launched on newzealand.com on August 23 with
the first television campaign work kicking off in Australia on
New Zealand Prime Minister and Minister of Tourism John Key
today [September 11] launched the Japan market version of the
advertisement at a special tourism function at the New Zealand
Embassy in Tokyo.
The campaign includes a Japanese voice-over of the original
advertisement, and translated campaign pages on newzealand.com.
Chief Executive Kevin Bowler says the number of plays of the
advertisement is a fantastic start, given that campaign work will
continue to roll out across markets through to the first week of
October promoting even more viewership.
"The full strength of our 100% Middle-earth marketing will not
be felt until the end of November when the campaign has rolled out
across all our markets and we build up toward the world premiere of
The Hobbit: An Unexpected Journey in Wellington.
"Our objective across all our marketing work is to compel people
already interested in a New Zealand holiday, to make the decision
"The advertisement illustrates that much of what people see in
the Hobbit films is actually a real place just waiting to be
explored. Not only that but you can have some amazing adventures
and experiences within our movie-like landscapes."
The advertisement will also be translated into German and
Chinese for in-market campaigns.
See how the campaign was launched in Australia here.
For more information on the Hobbit see our Sector