100% Middle-earth achieves strong cut-through in Germany

Tourism New Zealand's campaign 100% Middle-earth, 100% New Zealand, which tells the story of how the cinematic fantasy of Middle-earth is in fact the reality of a New Zealand holiday, is alive and kicking in Germany.

While awareness of The Hobbit in Germany is high at 74 per cent (of Active Considerers), recent testing of the Middle-earth advertisement with Active Considerers has confirmed its effectiveness in increasing preference, and most importantly motivation for a holiday to New Zealand.

Results show that 65 per cent of German Active Considerers we tested the campaign on are more motivated as a result of the TVC, while 80 per cent agree that the TVC reinforces that New Zealand is a stunningly beautiful place which offers unique experiences.

Two months on from the release of The Hobbit: An Unexpected Journey in Germany, four journalists have also just completed a Middle-earth themed press trip to New Zealand.

The trip was organised to capitalise on the awareness of the movie in market with journalists selected to maximise reach in market across online and print.

The journalists Middle-earth themed itinerary included a visit to Matamata's Hobbiton, Wellington's Weta Cave and Logan Brown - popular with Elijah Wood and Liv Tyler during the filming of Lord of the Rings. Heading to Nelson the journalists visited the creator of the 'One Ring', Jens Hansen Contemporary Gold and Silversmith before heading to some of the region's filming locations.

During the trip, one of the visiting media, MoviePilot - the biggest movie website in Germany, received fantastic engagement of a Facebook post on Hobbiton, with 6,769 likes, over 1,400 comments and 145 shares (at 13 February).

The press trip, supported by Air New Zealand, follows two months of activity in market to entice Active Considerers to experience the real Middle-earth for themselves. 

In early December, an in-cinema advertisement campaign went live to coincide with the local release of the movie and joint venture activity with Air New Zealand launched later in the month to leverage the movie in market. New creative and an interactive Middle-earth feature were introduced to the German pages of newzealand.com in November, featuring the 100% Middle-earth, 100% Pure New Zealand TVC.

Consumer website newzealand.com has also reported increased interest with January being a record month for visitation. Middle-earth content lured 49,000 visits to the German site while newzealand.com had over 1.55 million visits, with 118,000 of these visits from the German version of the site.

Check out one of the results from the press trip here.