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100% Middle-earth, 100% Pure New Zealand
Using Film Tourism to Increase Visitor Arrivals
Adriena DauntTourism New Zealand
2010 SituationHobbit films slated for 2012 release
Visitor numbers down post-recession
History of NZ promotion around Lord of the Rings trilogy
The OpportunityLeverage The Hobbit Trilogy by showing that New Zealand is a real place to be enjoyed by visitors
• Campaign advertising• Partner integration• Trade promotion
• Media program• Online & social media• Brand activations
New Zealand:where fantasy is reality
THE BIG IDEA
PAID
THE HOBBIT: AN UNEXPECTED JOURNEY
Campaign Activity1 September 2012 – 28 February 2013
Strategy: • Bring the “fantasy is reality” proposition to life• Deliver rich media experiences inspiring consumers• Expand outside digital channels e.g. cinema
Creative Examples - Banners
newzealand.comPhase 1 to …
… Phase 2
Middle-earth Interactive Feature
Premiere Media Program
Airport Activations
Social Media
Globally, awareness of The Hobbit peaked with the December premiere in New Zealand
Australia Germany UK US China0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
68%62%
79%73%
80%84% 83%89%
81%71%
Awareness of The Hobbit Trilogy movies
Nov-12Dec-12
% A
ctive
Con
sider
ers
“After The Lord of the Rings I got fascinated by what I saw [in New Zealand] and now the Hobbit just pushed it
more.”
“[I visited newzealand.com] to know about the Lord of the Rings and The Hobbit places
they filmed the movies because I am a big fan of the
movies.”
“The Lord of the Rings is one of my favorite movies and the part that the movie was
made in New Zealand just drove me here.”
Campaign Evolution
• Aimed to cement the connection with Middle-earth• Updated edits highlighted specific experiences• Heavier film imagery used with highly engaged
audiences
Social Media
20,000,000 Impressions
400,000 Users engaged
20,000 New fans
NZ$43m media value
200 media attended
16% holiday growth from USA
THE HOBBIT: THE BATTLE OF THE FIVE ARMIES
Middle-earth Locations
Year 3 Strategy
Middle-earth Journeys
Campaign Evolution
30 media attended
NZ$35m media value
300 stories published
Real Middle-earth Youtube Diaries
12 million organic reach
3.4 million video views
8.5% engagement rate
IMPACT ON TOURISM
Key Tourist Findings
96% aware The Hobbit was filmed in New Zealand
42% had seen The Hobbit films
14% of visitors motivated by The Hobbit
22% of visitors enjoyed a Middle-earth product
Source: NZ International Visitor Survey – YE March 2015
THANK YOU!
“May the wind under your wings bear you where the sun sails and the moon walks”
- J.R.R. Tolkien
