100% Middle-earth, 100% Pure New Zealand launched in UK and Europe

Coinciding with the opening of The Book of New Zealand in LA, Tourism New Zealand launched its advertising campaign in UKFrance and Germany.

Launched on 2 December, the activity leverages the heightened interest in New Zealand with the worldwide release The Hobbit: the Desolation of Smaug, on 13 December - while clearly showing that what people see in the cinema as the fantasy world of Middle-earth, is actually a real place just waiting to be explored.

The first roll out of the 100% Middle-earth, 100% Pure New Zealand TVC in August 2012 was successful in driving motivation, with 68 per cent of UK Active Considerers and 65 per cent of German Active Considerers motivated to visit New Zealand after seeing the ad.

The campaign also received a laudation for TNZ in Germany, with the Travel Industry Club awarding it third place in "Best Marketing Campaign 2013" for driving campaign preference and awareness of New Zealand as the real Middle-earth in market.

This year's 100% Middle-earth, 100% Pure New Zealand activity across the long-haul markets, is once again aiming to drive preference and increase awareness of New Zealand. Running through till March 2014, the campaigns will have maximum input during the busy February booking period.

All three campaigns are being rolled out online, directing visitor traffic to topic hubs on the respective market editions of newzealand.com where they can 'Take a Flight' through Middle-earth while accessing information to help them plan their trip.

Using online banners, video and rich media units, the activity is supported with social media, while in the UK and Germany the TVC will also be screened in cinemas ahead ofThe Hobbit: the Desolation of Smaug.

Engaging with French travellers

The activity is the second advertising push in France this year, following the successful online campaign in February 2013 with France's two largest online travel agencies Opodo and GoVoyages.

The heavy online focus is supported by an online conversion element with Air New Zealand, their first in the market for some time and continues to leverage the French market's prolific use of online channels to research and book travel.

The activity utilises the 100% Middle-earth, 100% Pure New Zealand advertisement, complete with a new French voice over from the same person who voices Thorin in the French translation of the Hobbit movie.  You can watch the video here.

Access the latest French Active Considerer research here, and for more information on the long-haul UK and European markets visit the market and stats section.