Launched ahead of the much anticipated release of The Hobbit: An Unexpected Journeyin the UK, the creative built on Tourism New Zealand's latest 100% Middle-earth, 100% Pure New Zealand campaign.
Interest was driven across print, online and in-store activity with an online competition run in the first two weeks to win tickets to the UK premiere on 12 December.
The activity was the first-stage of Tourism New Zealand and STA's latest joint venture activity. Airfares were provided by Air New Zealand - the official airline of Middle-earth.
In-store posters were rolled-out across STA's 47 UK stores, while an editorial feature in free London newspaper Metro, with a daily readership of 4million, was supported with online display banners, STA newsletters, facebook and twitter posts.
Potential travellers were encouraged to visit STA's website where prominent New Zealand advertising provided a further push to get people booking their travel.