For immediate release
Thursday August 23
Traveller – your dreams are waiting
Tourism New Zealand unveils new campaign 100% Middle-earth, 100% Pure New Zealand
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 http://www.youtube.com/user/PureNewZealand
] 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,” says Kevin.
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 information on
newzealand.com providing travellers with the best advice on how to discover the home of Middle-earth.
It launches first in Australia on Sunday August 26 and will screen in cinema and on television in all of New Zealand’s
major tourism markets in September and October.
In each of the target markets, campaign work will link the promotion of destination New Zealand to actual travel offers
and drive people to http://www.newzealand.com/int/
, so those inspired to book a holiday can connect directly with travel sellers.
The official airline of Middle-earth, Air New Zealand will also screen the advert on Air New Zealand domestic jet
flights from 24 August.
“We are working closely with our partners Warner Bros. Pictures, Wingnut Films and Air New Zealand to maximize all the
tourism opportunities available,” Kevin concludes.
About the movies:
Under Jackson’s direction, “The Hobbit” Trilogy is being shot consecutively in digital 3D using the latest camera and
stereo technology. Filming is taking place at Stone Street Studios, Wellington, and on location around New Zealand. The
screenplay for “The Hobbit: An Unexpected Journey” is by Fran Walsh & Philippa Boyens & Peter Jackson & Guillermo del Toro. Jackson is also producing the film, together with Carolynne Cunningham, Zane Weiner and Fran Walsh.
The executive producers are Alan Horn, Toby Emmerich, Ken Kamins and Carolyn Blackwood, with Boyens and Eileen Moran
serving as co-producers.
“The Hobbit: An Unexpected Journey” and the second and third films of the trilogy are productions of New Line Cinema and
Metro-Goldwyn-Mayer Pictures, with New Line managing production. Warner Bros. Pictures is handling worldwide theatrical
distribution, with select international territories as well as all international television licensing being handled by