100% Middle-earth campaign

Tourism New Zealand is riding the Tolkienian wave, embracing high fantasy and targeting special interest groups 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 newzealand.com.

Tourism New Zealand chief executive, Kevin Bowler, says special interest marketing is about targeting travellers who decide on their holiday or conferencing destination based on participation in specific activities.

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

The campaign, first launched in Australia in August 2012, aims to demonstrate that the fantasy world of Middle-earth is, in fact, a real place to be explored.

A recent International Visitor Survey revealed 8.5 per cent of international travellers said The Hobbit was a factor in their decision to choose New Zealand as their destination.

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

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

“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,” Mr Bowler said.