Starring in the upcoming movie The Hobbit, New Zealand’s scenic landscape is the backdrop for the country’s latest 100% Pure New Zealand international campaign to inspire travellers to visit the reality that is Middle-earth.
The 100% Middle-earth television and cinema commercial launched by Tourism New Zealand (TNZ) shows the world that the big screen imagery is more than a fleeting glimpse of fantasy; instead the film locations are real places that visitors can enjoy.
Positively Wellington Tourism (PWT) chief executive David Perks says the campaign will serve the country and its tourism industry well.
“The message that travellers’ dreams are waiting in New Zealand reflects what is so magic about our country and our capital in the middle of Middle-earth” Mr Perks said, emphasising that film tourism is a varied and real experience.
Wellington Mayor Celia Wade-Brown said it’s about enjoying picturesque scenery, cafe culture and friendly locals in Wellington.
The week surrounding the premier of the film has accommodation in the capital close to 90 percent booked out, according to Mr Perks.
“But the opportunity isn’t about just one week, it’s about the last two years and easily the next 20,” the chief said.
Following the first The Lord of the Rings release in 2001, international visitor arrivals into Wellington increased 50 percent in 10 years, with film tours and the Weta Cave the most popular activities for international visitors.
The Australian market will see the 100% Middle-earth, 100% Pure New Zealand campaign start this Sunday and will screen in cinema and on television in all of New Zealand’s major tourism markets in September and October.
Source = e-Travel Blackboard: K.W.