Middle Earth takes over NZ
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.”
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