Three Hobbit films maximise exposure for New ZealandTHE recent announcement that a third movie will be added to The Hobbit production was welcome news here at TNZ. An additional movie means more of New Zealand will be on show to the tens of millions of moviegoers worldwide who are eagerly awaiting the release of these films.
At TNZ we are in countdown mode with our new 100%Pure New Zealand, 100%Middle- Earth campaign being unveiled in New Zealand on August 23. Those of you attending the Tourism Export Council Conference will get the first look at our advertisement before it gets posted on newzealand.com for the world to see. Our marketing campaign kicks off in Australia on August 26, before being rolled out in other international markets.
This is a venture to promote New Zealand, and use Middle-Earth as a lever to gain more attention and greater reach for our messages.
The objective is to show our international audience that while New Zealand forms the backdrop to some of the biggest movies ever made, especially around the Lakes District, Queenstown Areas, what people see in the cinema is a real place just waiting to be explored. Not only that, but you can have some amazing adventures and experiences within our movie-like landscapes.
The advertisements are just one part of our Middle-Earth-inspired evolution of 100%Pure New Zealand that includes Middle-Earth-themed pages on newzealand. com, imagery and supporting media through our international media programme. Each scene in the new commercial shows people and things to do when visiting New Zealand.
Over the past few months we have been working with those RTOs and operators most closely associated with The Hobbit films, to support them in getting ready for our campaign work and the release of the first film in December.
The Lord of the Rings trilogy grossed US$2,800 million at the box office worldwide, and I have seen some estimates of another US$3,000 million in DVD and merchandising sales . That's a lot of people viewing those films. Across the trilogy, there were 30 Academy Award nominations and 17 wins. If the Hobbit goes anywhere near these records, we'll see great leverage from the films being produced in New Zealand. For now, bookmark www.newzealand.com and come back on the evening of Thursday August 23. You won't be disappointed.
Suggest you Book Pounamu Apartments Luxury Accommodation early to ensure you have a great launching pad to visit all the Hobbit sites from.
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