TNZ’s innovative Take a Flight wins silver Axis award

Tourism New Zealand's interactive experience 'Take a Flight through Middle-earth' is now award winning - taking silver at the CAANZ Axis Awards in the Digital and Interactive category.

The CAANZ Axis Awards recognise creative excellence in New Zealand. The 2014 Axis Awards were held in Auckland on 6 March.

'Take a Flight through Middle-earth' is part of TNZ's work to leverage the connection between the Middle-earth of The Hobbit Trilogy and the landscapes and experiences of New Zealand.

TNZ worked in collaboration with Whybin\TBWA's Digital Arts Network (DAN) as part of its global agency agreement, as well as Assembly, to design and build the 'Take a flight' feature.

Available in nine languages on TNZ's consumer website,, the feature uses real elevation data to draw the diverse and scenic landscapes of New Zealand.

Along with game like elements  to compel fans to find and explore four filming locations, the feature takes the 100% Middle-earth, 100% Pure New Zealand experience to a new level of engagement for the organisation's target audiences.

Commenting on the win Andrew Fraser, Director of Marketing, says, "Having 'Take A Flight  through Middle-earth' be acknowledged by New Zealand's advertising industry in this category is a fantastic result, and endorses the feature's interactive innovation and quality design.

"All of our activity aims to increase potential visitor's preference for a holiday to New Zealand.

"We know that great design and outstanding user experience drives this outcome - and we are already seeing strong results.

"Our latest Active Considerer research shows high awareness that The Hobbit Trilogy movies are filmed in New Zealand in our key target markets of the US, UK and Germany. Importantly, of those surveyed, 61 per cent in the US, 59 per cent in the UK and 57 per cent in Germany stated an increased interest in New Zealand as a holiday destination.

In 2013 TNZ's consumer website,, attracted 17.3 million visits; a new record and a 50 per cent increase on 2012. It also attracted valuable consumers, with a 61 per cent increase in referrals to tourism businesses year-on-year.

To experience the feature for yourself visit: Take a Flight through Middle-earth

For more information on the awards see CAANZ Axis Awards