Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Count down to 100% Middle-earth

Count down to 100% Middle-earth, 100% Pure New Zealand release

Date Published: 7 August 2012

tourism new
zealand, !00% pure, middle earth, the
hobbit

With just three months to go until the world premiere of The Hobbit: An Unexpected Journey in Wellington, Tourism New Zealand has been working to ensure New Zealand benefits from the increase in international attention.

A creative theme for all activity, Fantasy is Reality has been confirmed to ensure there is a strong connection between the films and New Zealand. Key international media and opinion leader targets have been identified. Advertising schedules are locked in. Broadcast footage, captured.

"One of our most exciting milestones will be reached in late August when the new 100% Pure New Zealand campaign will get its first public airing, drawing together the themes '100% Pure' and '100% Middle Earth'" says Chief Executive Kevin Bowler.

"Our new advertisement will be placed on TV, cinema and on-line, and new pages and imagery will go live on newzealand.com.

"This will be the first screening of the latest evolution of the 100% Pure New Zealand campaign and we are pretty excited about it," he says.

Tourism New Zealand is already well underway with its activity to convert the international attention New Zealand will draw from the movies, into travel.

Kevin says, "International media attention surrounding the films has been growing over the past few months and we have already hosted a number of journalists who are writing specifically about New Zealand as the location for the films.

"We have Hobbit-specific pages on our corporate website, and images on our image library, providing a hub for all the news and information people may need.

"Consumers visiting newzealand.com will already find a "Home of Middle-earth" section offering a range of experiences and products that are based around the filming of The Lord of the Rings.

"We were also thrilled to be a part of the Weta booth at Comic Con in the middle of July, working alongside Air New Zealand, Hobbiton and Film New Zealand to promote New Zealand, to those who attended the exhibition."

Comic Con is now regarded as the largest comic book and popular arts convention in the world with around 130,000 people attending.

"As we work to leverage The Hobbit: An Unexpected Journey and The Hobbit: There and Back again, we will connect the landscapes of Middle-earth with the experiences of New Zealand.

"Through our marketing activity we will show how easy it is to come here, see Middle-earth first-hand, and enjoy all the exciting and fun experiences New Zealand has to offer," he says.

Read more about the work we are doing around The Hobbit.


ENDS


© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 


Commerce Commission: Appeals Record $2.25m Fine In Vodafone FibreX Case

The Commerce Commission has filed an appeal in the High Court against a record $2.25 million fine imposed on Vodafone NZ Limited (Vodafone) for its offending under the Fair Trading Act during its FibreX advertising campaign. While the sentence imposed in the Auckland District Court on April 14 was the largest-ever fine under the Fair Trading Act, the Commission will argue that it is manifestly inadequate... More>>



All District Health Boards: Historic Pay Equity Settlement

An historic agreement has been ratified that addresses a long-standing undervaluation of a workforce that is critical to the smooth running of our hospitals and the delivery of healthcare... More>>


MPI: Dry Autumn In Waikato And South Auckland Leads To Drought Classification Drought conditions affecting the primary sector in the Waikato and South Auckland were today classified as a medium-scale adverse event, enabling a package of support for farmers and growers... More>>


Barfoot & Thompson: Rents Up By Around 3% In Most Areas

The average weekly rent paid for homes in most areas of Auckland has risen by around 3 percent year-on-year. The figures for end March from more than 16,000 properties... More>>


DoC: Smeagol The ‘Gravel Maggot’ Leaves Its Rare Mark On The Remote West Coast
An extremely rare species of sea slug or ‘gravel maggot’ has been detected for the first time on a remote beach in South Westland... More>>



Immigration: Annual Net Migration Loss Of 7,300

The provisional net loss of 7,300 people in the year ended March 2022 was the lowest net migration for a March year since 2012, Stats NZ said today... More>>