Twitter promotion reaches new Middle-earth fans

A promotion featuring a grand prize of two tickets flying Air New Zealand to Middle-earth using Tourism New Zealand's twitter account - @PureNZinJapan - has generated significant social media engagement.

The promotion, which wrapped-up with a live prize draw on twitter, generated over 600 new followers, 300 shared New Zealand photos and approximately 1,100 caption entries for the Middle-earth inspired photos.

Running for a month, the campaign was split into 12 rounds. Twitter users were invited to either write comments on a photo posted on the @PureNZinJapan twitter account responding to a particular question, or share their own photos of New Zealand, using the hashtag #リアル中つ国(meaning #RealMiddle-Earth). These options enabled the activity to target both those who have visited as well as those who are interested in visiting New Zealand.

Quirky questions were targeted at younger Japanese women as part of TNZ's new Fun Seeking Friends (FSF) segment activity. The aim was to stimulate their imaginations about New Zealand and encourage them talking to their fun-seeking friends. 

Over 40 prizes were given away during the campaign including Comvita Manuka Honey, accommodation at the Rees Hotel in Queenstown and the grand prize trip for two flying Air New Zealand.

To find out more about how TNZ is using social media, read about the high season 100% Middle-earth campaign featuring another Middle-earth prize for two flying Air New Zealand