Tourism New Zealand unveils 100% Middle-earth, 100% Pure New Zealand campaign

27th Aug 2012
Tourism New Zealand unveils 100% Middle-earth, 100% Pure New Zealand campaign

Tourism New Zealand (TNZ) is making a significant international push for new international visitors, with its latest 100% Pure New Zealand campaign, invoking the magic of Middle-earth.

Today’s release of the latest TNZ television and cinema commercial [available here on You Tube] tells a compelling story of how the cinematic fantasy world of Middle-earth —as revealed in the upcoming fantasy adventure motion picture The Hobbit: An Unexpected Journey— is in fact the reality of New Zealand.

It targets all potential travellers to New Zealand portraying the country’s stunning scenery and unique activities and experiences, coupled with Middle-earth-themed narration.

Chief Executive Kevin Bowler says the campaign aims to leverage off interest generated in New Zealand by its starring role as Middle-earth in the Peter Jackson-directed trilogies based on The Lord of the Rings, and The Hobbit.

“Millions of people have seen The Lord of the Rings trilogy and we expect millions more to watch The Hobbit trilogy, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures(MGM).


“Our objective is to show people that while New Zealand stars as the fantasy world of Middle-earth, what people see in the cinema is actually a real place just waiting to be explored.

“Not only that but you can have some amazing adventures and experiences within movie-like landscapes.

“The campaign’s primary aim is to compel people already interested in a New Zealand holiday, to make an actual booking.

“Digital media, social media and public relations campaigns are all working to deliver an increase in travellers to New Zealand, unified by the umbrella theme of 100% Middle-earth, 100% Pure New Zealand.”

The campaign is the latest evolution of the highly successful 100% Pure New Zealand campaign first launched in 2000.

It is being rolled out across all of Tourism New Zealand’s marketing channels with dedicated Middle-earth pages on providing travellers with Middle-earth themed holiday experiences.

The TVC will screen in cinemas in the United Kingdon in conjunction with the release of the film.

In each of the target markets, campaign work will link the promotion of destination New Zealand to actual travel offers and drive people to, so those inspired to book a holiday can connect directly with travel sellers.

“We are working closely with our partners Warner Bros. Pictures, Wingnut Films and Air New Zealand – the official airline to Middle-earth, to maximize all the tourism opportunities available,” Kevin concludes.


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