100% Middle-earth leveraged across Western Markets

Partners in Middle-earth activity, Tourism New Zealand and Air New Zealand will this month roll out a series of new travel offers across the Western markets.

The three campaigns aim to capitalise on the attention building around the release of The Hobbit: An Unexpected Journey, which opens in cinemas mid-December 2012.

"The Hobbit Trilogy will put New Zealand and its stunning landscapes centre stage for movie lovers world-wide," says Gregg Anderson, General Manager Western Long-haul Markets.

"The campaigns continue the 100% Middle-earth creative that we have seen rolled-out across offshore markets - ensuring a consistent message to demonstrate how easy it is to come to New Zealand to experience Middle-earth firsthand,"

Launched 1 November, the UK focused activity will promote a highly competitive airfare from London to Auckland, Wellington or Christchurch of £1,061 (including taxes), for travel during next year's UK spring.

This is closely followed by a similar campaign in Germany, launching on 5 November.  This features an airfare of €1,219 for travel between 20 January and 15 June 2013, which is expected to be particularly attractive to travellers given its inclusion of travel dates over the peak New Zealand summer period.

The campaigns compliment extensive 100% Middle-earth, 100% Pure New Zealand brand activity that will be launched across Western Markets from 19 November, including online, magazine and in-cinema advertising.

The activity sees a total of three joint ventures live across the Western Markets, with the current activity in the US running through till the end of November. View one of the interactive adverts playing across US online media.

For more information on activity in the Western Markets see the USUK and Germany activity sections.