Welcome to Middle Earth aka New Zealand!

New Zealand’s Middle-earth really couldn’t be more beautiful. Check out the latest Tourism New Zealand 100% Middle-earth advertising if you don’t believe me. Numbers show that over 500,000 viewers have jumped online to see what Middle-earth is all about – despite much of the core campaign work still to launch in off-shore markets, the reaction has been outstanding.

The advertisement promoting New Zealand and Middle-Earth as a destination kicked off on on 23 August with the first television campaign work taking place in Australia on 26 August.

The word is spreading fast. New Zealand Prime Minister and Minister of Tourism John Key yesterday launched the Japan market version of the advertisement at a special tourism function at the New Zealand Embassy in Tokyo.

The campaign includes a Japanese voice-over of the original advertisement, and translated campaign pages on

Chief Executive Kevin Bowler says the number of plays of the advertisement is an awesome start, given that campaign work will continue to roll out across markets through to the first week of October promoting even more viewership.

“The full strength of our 100% Middle-earth marketing will not be felt until the end of November when the campaign has rolled out across all our markets and we build up toward the world premiere of The Hobbit: An Unexpected Journey in Wellington.”

“Our objective across all our marketing work is to compel people already interested in a New Zealand holiday, to make the decision to go.”

“The advertisement illustrates that much of what people see in the Hobbit films is actually 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.”

To continue to showcase stunning and alluring Middle-earth, the advertisement will also be translated into German and Chinese for in-market campaigns.

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