100% Middle-earth crosses the ditch

Millions of Australians are already experiencing 100% Middle-earth with the rollout of a comprehensive campaign aiming to maximise exposure in our largest market.

Following the launch of Tourism New Zealand's latest brand evolution, 100% Middle-earth, 100% Pure New Zealand, activity has started throughout Australia to drive the message that the cinematic fantasy world of Middle-earth, as revealed in the upcoming fantasy adventure motion picture The Hobbit: An Unexpected Journey, is in fact the reality of New Zealand, and inspire Australian's to visit.

"Australian's make up almost half of our visitor arrivals each year and this campaign has provided a valuable opportunity to leverage exposure and generate interest in the market," says Tim Burgess, Tourism New Zealand's General Manager Australia.

Over the next four weeks the 100% Middle-earth, 100% Pure New Zealand advertisements will feature on prime time television slots on Channels 7 and 9 - two of Australia's largest television networks.

The advertisements will air in both morning and evening slots and to coincide with some of the channels highest rated programming to help ensure high viewership and captive audiences.

In the digital space, the 100% Middle-earth campaign will do a complete homepage advertising takeover of some of Australia's most popular news websites, including The Sydney Morning Herald, The Age and The Brisbane Times, all of which generate millions of unique views each month.

"As a result of the combined broadcast and digital advertising we estimate that around 58 per cent of people between 25-54 will see the advertisement at least once on television and most likely again online.

"The advertisement will also be played across over 500 cinemas nationwide, providing the opportunity to reach millions of viewers - a huge percentage of which fall into our active consider segment," says Tim.

The above will be supported by extensive public relations and social media activity, with all activity driving people back to newzealand.com and to the 100% Middle-earth TVC. 

Read more about 100% Middle-earth, 100% Pure New Zealand here.

Check out our marketing activity pages to see what else we are doing in the Australian market.