Published on : Tuesday, May 19, 2015
Tourism New Zealand is following in the lines of Air New Zealand. Both have decided that they have had enough of the Hobbits and a change is necessary in the new advertising campaigns. It is time that the three-year 100% Middle-earth campaign is replaced with the country’s sights and experiences.
The Tolkien-theme had brought international visitors at record levels to New Zealand and now Chief executive Kevin Bowler feels that it is time for a change.
The marketing campaign will be based on amazing landscapes showing the diversity and easy reach to all destinations. The catch line would be “Every day you travel through New Zealand, it’s a different journey.”
The commercial includes Milford Sound, Lake Taupo, Cathedral Cove and Fox Glacier, the well known attractions in New Zealand.
However, even the angle of campaigning has changed but the hobbits have not been altogether left out. They do appear in the ad film as two travellers exit from a house at the Hobbiton.
Air New Zealand in its latest flight safety video, is focusing on surfing and safari and has completely drawn itself away from the Hobbit trilogy. The new campaign will be rolled out in the international tourism market from July. This is the 16th year of the 100 percent Pure New Zealand promotion and has made a record for being the world’s longest run destination campaign.