UK travellers lured to journey to New Zealand

STA's flagship stores in London and Manchester were taken over in December with Hobbit themed window-wraps promoting 'hobbit sized prices' to journey to New Zealand.

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.

Promotion of destination New Zealand will continue in the coming weeks with activity targeting the youth market being launched with STA across the UK, Germany and USA.