100% Middle-earth drives tourism campaign

100% Middle-earth,100% Pure New Zealand will underpin Tourism New Zealand's (TNZ) campaign work to promote New Zealand as a visitor destination through its association with the upcoming film releases of The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again, productions of New Line Cinema and MGM.

A sneak preview of the creative territory was available to delegates at TRENZ 2012, the tourism industry's annual trade fair.

Tourism New Zealand's Chief Executive Kevin Bowler says the films will once again put New Zealand's spectacular landscapes in front of movie lovers world-wide.

"Our aim is to take advantage of that global profile by showing how easily the fantasy of The Hobbit movies can become reality in the form of a New Zealand holiday."

Mr Bowler says TNZ continues to work closely with Warner Bros. Pictures, New Line Cinema, MGM, and Sir Peter Jackson's Wingnut Films to maximise the opportunities offered by global interest in the films.

"As a result, we will be using "100% Middle-earth, 100% Pure New Zealand," in our marketing.

"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.

"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."

Tourism New Zealand's displays at TRENZ demonstrated how scenes and events from The Lord of the Rings movies translated into actual experiences within New Zealand landscapes.

"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."

Mr Bowler says association with The Hobbit movies also offered New Zealand a wider opportunity to enhance its international profile as an innovative and creative nation, and as a great place to make films and do business. A number of government agencies were working together to build a complete 'New Zealand story' covering the tourism, film, and business sectors.