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100% Middle-earth campaign wins world’s best travel award

100% Middle-earth campaign wins world’s best travel award

Tourism New Zealand’s 100% Middle-earth, 100% Pure New Zealand campaign has taken out the award for ‘World's Leading Destination Marketing Campaign’ in the World Travel Awards 2012 Grand Final.

The win was announced at a red-carpet awards gala ceremony in New Delhi last night.

The evening marks the culmination of a year-long search by The World Travel Awards for the very best in travel and tourism including destination marketing campaign.

The award winners were decided by tourism professionals in over 171 countries across the globe including travel agencies, tour and transport companies and tourism organisations.

Tourism New Zealand Chief Executive Kevin Bowler says; “It is a huge honour to win this category, recognising the strength and effectiveness of our new 100% Middle-earth, 100% Pure New Zealand campaign.

“We believe that we have identified a valuable opportunity to enhance the country's international profile through its association with the filming of The Hobbit trilogy.

“Through our new 100% Pure New Zealand campaign we aim to leverage the attention that New Zealand will receive by starring in these movies, and convert that attention into travel.

“Receiving recognition from the international tourism industry for the work we are doing is a great achievement.”

Tourism New Zealand Chair Kerry Prendergast offered her congratulations to the organisation and its management team.

“This award is a global acknowledgement of the commitment to excellence and the talent that exists across Tourism New Zealand. To sustain a campaign for 13 years that has won awards throughout its evolution is something to be extremely proud of.”

The award comes at the end of a great year for Tourism New Zealand having been voted ‘Leading Tourist Board’ in the 2012 Australasian World Travel Awards, named the 'Favourite Country - Worldwide' at the Telegraph Travel Awards and ‘Favourite Emerging Destination - Overseas' at the Condé Nast Traveller Reader' Travel Awards in India.

New Zealand has also been named the top destination for 2013 by Flight Centre Australia.

The World Travel Awards were launched in 1993 to acknowledge and recognise excellence in the world's travel and tourism industry.

For more information about the awards visit


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