Middle Earth takes over NZ

Middle Earth takes over NZ
By admin


New Zealand will become Middle Earth in a twist on its tourism industry’s marketing campaign that will launch in Australia in August.

Tourism New Zealand revealed it will use the tagline ‘100% Middle Earth, 100% Pure New Zealand’ in promotional material as it looks to capitalise on Peter Jackson’s Hobbit movies.

The first of two films, The Hobbit: An Unexpected Journey, will open in December with a worldwide premier set for Wellington, while The Hobbit: There and Back again, is set for release 12 months later. The movies are set in the fictional landscape of Middle Earth.

Tourism NZ Australia general manager Tim Burgess told Travel Today the campaign is likely to launch locally on August 14, after the London Olympic Games.

Television, cinema and digital will form the backbone of the crusade.

While the marketing material will resonate with fans of JRR Tolkien’s fantasy epic, it will not be lost on those who have no knowledge of, or desire to see movies, Burgess said.

“You will still recognise the destination as New Zealand,” he said. “It is clever in that fans of the films will recognise aspects of the movie in the material but it will not be lost to those who are not.” 

While marketing around The Hobbit movies will play a major part in Tourism NZ’s marketing over the next two years, Burgess stressed tactical campaigns with Regional Tourism Offices will continue, using only the traditional 100% Pure slogan.

Tourism NZ chief executive Kevin Bowler reiterated its aim to play on the “fantasy is reality” concept.
 “Many movie goers would probably consider the landscapes of Middle Earth to be a fantasy, only made possible thanks to the talents of film makers. Not so,” he said.

“Through our marketing work, we aim to show potential travellers that the fantasy of Middle Earth is in fact the reality of New Zealand – and that there is a whole world of experiences to be had and people to meet within the movie-scene style landscapes.”
 

Latest News

  • Aviation

Qantas August stats show almost three-quarters of its flights depart on time

Qantas has reported it was the most on-time major domestic airline in August, with almost three-quarters of flights departing on time. According to the latest government data, 74.7 per cent of Qantas flights (Qantas and QantasLink combined) departed on time last month. The result was a slight improvement on Qantas’ July performance and nearly three […]

  • Appointments
  • News
  • Tour Operators

TTC names Melissa DaSilva interim CEO of TTC Tour Brands

The Travel Corporation has announced the appointment of Melissa DaSilva as interim CEO of TTC Tour Brands, effective immediately. DaSilva, who most recently served as president of TTC Tour Brands North America and brings more than three decades of travel industry expertise to her new role, succeeds Gavin Tollman who will exit the business when […]

  • Attractions
  • Food & Beverage

il Mercato Centrale Melbourne launches with full lineup of artisanal food outlets

Melburnians can now be transported to Italy, thanks to il Mercato Centrale which has opened in Collins Street and is set to serve thousands of visitors in the heart of Melbourne’s CBD. There is a wide range of culinary offerings, all under one roof, as well as entertainment, free community events and monthly artisan masterclasses. […]

  • Events

Business Events Victoria encourages applications for regional business events funding

Business Events Victoria is encouraging conference and event organisers to apply and make the most of all regional Victoria has to offer. The funding is part of the Regional Business Events Program, which is being delivered by Business Events Victoria in partnership with Melbourne Convention Bureau. The program supports national and international businesses to host […]