Tourism NZ unveils Hobbit campaign

The Hobbit movies are filmed in New Zealand

Tourism New Zealand is aiming to tap into the popularity of the forthcoming Hobbit movies with a new international marketing drive.

The ’100% Middle Earth, 100% Pure New Zealand’ campaign kicks off with the release of Tourism NZ’s new TV and cinema commercial, ahead of the release of Peter Jackson’s ‘The Hobbit: An Unexpected Journey’.

The tourist board said the new campaign targets “all potential travellers to New Zealand”, by using the country’s natural scenery and activities, coupled with Middle Earth-themed narration.

“Millions of people have seen The Lord of the Rings trilogy and we expect millions more to watch The Hobbit trilogy,” said Tourism NZ’s Chief Executive, Kevin Bowler. “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. 

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

As well as the TV and cinema ads, the new campaign will be rolled out in digital media, social media and PR campaigns. It launches first in Australia on 26 August and will screen in cinemas and on TV in all of New Zealand’s major tourism markets in September and October.

Air New Zealand will also screen the advert on its domestic flights from 24 August. CLICK HERE to watch the ad.

Link for CLICK HERE:

By Mark Elliott, 24 August 2012, Friday 1:03 AM