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New look 100% Middle-earth

For immediate release

Thursday 22 August, 2013

New look 100% Middle-earth, 100% Pure New Zealand tourism campaign highlights special interest experiences

Tourism New Zealand is shining a spotlight on the country’s unique appeal to special interest travellers with the latest edition of its 100% Middle-earth, 100% Pure New Zealand campaign.

The new look campaign was revealed today with the release of the updated 60 second commercial on

Scenes depicting visitors playing golf, cycling, hiking and enjoying premium holidays are the newest editions to the14-year old 100% Pure New Zealand campaign.

It will run in cinemas, in print, online and in outdoor advertising across Tourism New Zealand’s key target markets starting from today’s launch in the German market (22 August).

Tourism New Zealand’s Chief Executive Kevin Bowler says special interest marketing is about targeting travellers who decide their holiday destination based on participation in specific activities while they are there.

“Special interest travellers tend to spend more and stay longer than travellers seeking a more general leisure experience,” he says.

“For example, over the past five years, 318,000 international tourists participated in a cycling activity. On average, these travellers spend close to $4,000 per trip, compared to $2,500 for all other visitors.

“New Zealand has some spectacular experiences available for people seeking a cycling holiday, such as New Zealand Cycle Trails’ 21 Great Rides, which is why we have introduced this component to the latest version of the 100% Middle-earth, 100% Pure New Zealand campaign.”

Extensive research has shown the special interest activities for which New Zealand resonates most successfully across target markets include walking, cycling, golf, fishing and skiing – particularly in Australia.

“We will also continue to promote New Zealand as a destination where visitors can indulge in their desire for food and wine, or luxury experiences while on a holiday.”

The 100% Middle-earth, 100% Pure New Zealand campaign was first launched in Australia in August 2012 and aims to demonstrate that what people see in the cinema as the fantasy world of Middle-earth, is actually a real place just waiting to be explored.

The campaign's primary aim is to compel people already considering a New Zealand holiday, to make a commitment and book.

“It has already proven its worth in attracting visitors to New Zealand,’ says Kevin, “building further on the success that the 100% Pure New Zealand campaign has achieved for the past 14 years.”

Tourism New Zealand's own Active Considerer monitor from the first phase of the Middle Earth campaign showed that 82 per cent of respondents stated the campaign increased their interest in New Zealand, and 73 per cent stated the campaign improved their opinion of New Zealand.

International Visitor Arrivals data for January-July 2013 show holiday arrivals into New Zealand are up almost 10 per cent on last year.

Notably, holiday arrivals from the United States, a key target market for our Middle-earth campaign, are up 20 per cent on the same period last year.

Information gathered from the International Visitor Survey shows that 8.5 per cent of all international visitors surveyed January to June this year said The Hobbit was a factor in their decision to choose New Zealand as their destination.

Around 13 per cent of international visitors over January to June took in a Hobbit experience while in New Zealand, including group tours specifically visiting film sites or visiting Hobbiton.


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