Launched this week, a new JV campaign with Air New Zealand targets the Fun Seeking Friends (FSF) segment, promoting New Zealand as a perfect summer destination for the Free Independent Traveller (FIT) market.
Tourism New Zealand's Regional Manager Japan and Korea, Nick Mudge, says the creative has been developed to show the fun side of New Zealand and position it as the destination where your summer dreams can come true.
"While advertising to leverage The Hobbit Trilogy won't be in-market until September, this campaign sees us start to move towards this creative territory.
"The campaign shows New Zealand as a magical place just waiting to be explored. This is a really good fit for the FSF segment - they are young, just out of university and are keen to explore the world."
With a digital focus, online advertising will direct travellers to Air New Zealand's booking site to help drive conversion.
Here they will find a New Zealand photo gallery from Tourism New Zealand's image library to show the fun activities and adventures to be enjoyed.
The '100% Middle-earth, 100% Pure New Zealand, campaign will be unveiled in New Zealand on Thursday 23 August, before being rolled out to international markets in September.
For more information on the Fun Seeking Friends segment click here.
Read more about marketing activity in Japan here.