Prime Minister launches 100% Middle-earth campaign in Japan

New Zealand Prime Minister and Minister of Tourism John Key was there to launch the Japanese version of the 100% Middle-earth, 100% Pure New Zealand campaign at a special media event in Tokyo. 

The Japan market version of Tourism New Zealand's new advertisement was aired at a special tourism function at the New Zealand Embassy in Tokyo on September 10.

The campaign includes a Japanese voice-over of the original advertisement, and translated campaign pages on

The launch generated considerable media attention both in Japan and domestically. Check out some of the coverage below.

The launch coincided with the advertisement reaching more than 500,000 on-line views to date, despite much of the core campaign work still to launch in off-shore markets.

The advertisement was first launched on on August 23 with the first television campaign work kicking off in Australia on August 26.

Chief Executive Kevin Bowler says the number of plays of the advertisement is a fantastic start, given that campaign work will continue to roll out across markets through to the first week of October promoting even more viewership.

"The full strength of our 100% Middle-earth marketing will not be felt until the end of November when the campaign has rolled out across all our markets and we build up toward the world premiere of The Hobbit: An Unexpected Journey in Wellington.

"Our objective across all our marketing work is to compel people already interested in a New Zealand holiday, to make the decision to go.

"The advertisement illustrates that much of what people see in the Hobbit films is actually a real place just waiting to be explored. Not only that but you can have some amazing adventures and experiences within our movie-like landscapes."

The advertisement will also be translated into German and Chinese for in-market campaigns.

See how the campaign was launched in Australia here.

For more information on the Hobbit see our Sector Marketing pages.

•    Warner Bros featured the 100% Middle-earth, 100% Pure New Zealand video on their Twitter feed, WB Japan main Facebook page and Hobbit JP Facebook page.
•    News site The Mainichi covered the launch. 
•    Yahoo Japan featured an article on the launch.
•    Movie enter! wrote about the launch and features the TNZ advertisement. See it here.