Fun Seeking Friends experience Middle-earth

TNZ's latest activity in Japan is using 100% Middle-earth imagery to encourage young Japanese travellers to indulge their fantasies and travel to New Zealand this summer to experience Middle-earth for themselves.

Launched in October, the joint venture with Air New Zealand is the first Japan campaign to use the 100% Middle-earth, 100% Pure New Zealand creative to engage with the new Fun Seeking Friends (FSF) segment.

Promoting the range of experiences New Zealand has to offer the activity aims to inspire the FSF segment to visit New Zealand to indulge in a dream holiday, and see how the cinematic fantasy world of Middle-earth is in fact the reality of New Zealand.

Running through to the end of November, the campaign further leverages the 100% Middle-earth Japanese video, launched by the New Zealand Prime Minister and Minister of Tourism John Key in Tokyo in September.

Implemented across digital advertising and social media, a dedicated campaign page has also been developed on The imagery showcases a range of themed experiences such as outdoors, healing and luxury and fantasy, alongside a range of travel deals and a competitive airfare offer from Air New Zealand to drive conversion.

The campaign follows the recent launch of a targeted FSF by HIS Japan - the leading travel seller to the youth market.

"The brochure is a result of our ongoing work to build a strong relationship with this influential travel seller, as we engage with and grow the new FSF segment," says Nick Mudge, Regional Manager Japan and Korea.

The targeted 16 page full-colour brochure is a first of its kind from HIS Japan and was launched at the recent JATA Travel Expo in Tokyo attended by Tourism New Zealand in September. The brochure includes information on shopping, dining, activities and accommodation recommendations especially chosen for this segment in destinations including Auckland, Rotorua and Queenstown.

Additional trade development work is planned with HIS over the coming months, including feature promotions, in-store displays, online campaigns and a top retail seller's educational visit to New Zealand.

Read more about the FSF segment and other campaign activity underway in Japan.