The country’s national tourism promotion body is pumping national and southern lakes highlights in its new ‘100% Middle-earth, 100% Pure New Zealand campaign.
The latest campaign for the under-fire 100 % Pure NZ branding is being unveiled today with a 60-second commercial on newzealand.com.
It features scenes depicting visitors playing golf, cycling, hiking and enjoying premium holidays as newest editions in the14-year-old 100% Pure NZ campaign.
Local highlights are a chopper flying through Milford Sound’s Bowen Valley, winery scenes from Wanaka’s Rippon Vineyward and tramping up Mt Alfred in Glenorchy.
It will run in cinemas, in print, online and in outdoor advertising across Tourism NZ’s key target markets starting from today’s launch in Germany.
Tourism NZ chief executive Kevin Bowler says special interest marketing is about targeting travellers who decide their holiday destination based on participation in specific activities while there.
“Special interest travellers tend to spend more and stay longer than travellers seeking a more general leisure experience,” he says.
As an example, Bowler says during the past five years, 318,000 international tourists participated in a cycling activity. On average, such travellers spend close to $4000 per trip, compared to $2500 for all other visitors.
The 21 Great Rides on the NZ Cycle Trails is behind it’s been added to the latest version of the campaign.
The 100% Middle-earth, 100% Pure NZ campaign was first launched in Australia in August last year and aims to demonstrate that what people see in the Lord of the Rings and The Hobbit movies as part of the fantasy world of Middle-earth, is actually a real place just waiting to be explored.
Tourism NZ’s own Active Considerer monitor from the first phase of the Middle Earth campaign showed 82 per cent of respondents stated the campaign increased their interest in NZ, and 73 per cent stated the campaign improved their opinion of NZ.
International visitor arrivals data for January-July 2013 show holiday arrivals into NZ are up almost 10 per cent on last year.
Notably, holiday arrivals from the United States, a key target market of the Middle-earth campaign, are up 20 per cent on the same period last year.
Information gathered from the International Visitor Survey shows that 8.5 per cent of all international visitors surveyed January to June this year said The Hobbit was a factor in their decision to choose NZ as their destination.
Around 13 per cent of international visitors over January to June took in a Hobbit experience while in NZ, including group tours specifically visiting film sites or visiting Hobbiton.
The latest campaign’s primary aim is to compel people already considering a NZ holiday, to make a commitment and book, Bowler says.
“It’s already proven its worth in attracting visitors, building further on the success the 100% Pure NZ campaign has achieved for the past 14 years.”
The latter branding has come under fire recently from some quarters in the wake of the Fonterra contamination scare.