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Tourism NZ lures visitors with promises of the 'real Middle-earth'

Tourism NZ lures visitors with promises of the 'real Middle-earth'

Tourism New Zealand's latest advertising campaign invoking the magic of Aotearoa has been unveiled, leveraging off the upcoming film The Hobbit: An Unexpected Journey and extolling the virtues of the real Middle-earth to would-be travellers.

From paddleboarding to winemaking and seal watching, coupled with Middle-earth-themed narration, the campaign is the latest evolution of the 100% Pure New Zealand campaign first launched in 2000.

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.

"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," he says.

"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."


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 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 newzealand.com, so those inspired to book a holiday can connect directly with travel sellers. 

Air New Zealand will also screen the advert on Air New Zealand domestic jet flights from today.

Last week, the government lifted the lid on plans to create a new, broader 'New Zealand story' for export businesses, led by Tourism New Zealand, New Zealand Trade and Enterprise and Education New Zealand.