An image from the new tourism promotion campaign launched today by Tourism NZ.
An image from the new tourism promotion campaign launched today by Tourism NZ.
Tourism New Zealand is moving away from Middle Earth to promote our country overseas.
In a new $2 million-plus campaign launched today, Hobbiton gets some brief screen time in a new commercial but it focuses on more traditional scenic attractions.
It is the first overhaul in three years butretains the "100 per cent Pure New Zealand" as its central theme.
Tourism NZ chief executive Kevin Bowler said the 100 per cent slogan was now into its 16th year but continued to distinguish New Zealand.
"We purposefully put Hobbiton in to the new commercial because we know it's a big attraction for visitors but for us it's important that we broaden the message and to talk about other things that are available here."
He said it would have been an easy option to retire the 100 per cent Pure New Zealand campaign and start again.
"Instead, we went back to what is at the heart of New Zealand's unique offer - and that is our place and our people."
The new commercial will be shown on television in Australia and online targeting eight other priority markets; the United States, China, Japan, Germany, Britain, Indonesia, India and South America. Tourism NZ's website attracts about 20 million visitors a year.
The advert; "Every day a different journey" follows a couple through Milford Sound, Abel Tasman National Park, Lake Taupo, Hobbiton, Waiheke Island, Auckland city, Fox Glacier, Rotorua, Lake Rotoiti, Cathedral Cove and Lake Pukaki. It was filmed in early March and is voiced over by actor Sam Neill and the backing audio features a special remix of the hit Young Blood by New Zealand band the Naked and Famous.
"What we find is a lot of visitors when they leave say are surprised at how easy it has been to get from one place to another. The idea of this commercial is to make the point," said Bowler.
"This one is coming back to the roots of the (100 per cent) campaign but is probably deepening them, making them more Kiwi."
The new campaign starts as the international tourism market gets more competitive. Although more people than ever are travelling, mature competitors such as Australia and the United States were revitalising their own campaigns and emerging markets such as the Philippines were becoming more active in promoting themselves.
This one is coming back to the roots of the (100 per cent) campaign but is probably deepening them, making them more Kiwi.
Air New Zealand has also moved on from the Hobbit, releasing a surfing themed safety video highlighting specific destinations and using a range of surf stars to attract broad global interest.
Bowler said the Hobbit could retain its appeal for a decade or more.
Tourism New Zealand has also spent about $300,000 on changing its logo and typeface to be used throughout its marketing material.
Bowler said the original typeface was from the United States which "didn't feel right."
New Zealand typographer Kris Sowersby designed a new font that was carved out of Kauri by artist Rangi Kipa before being inked, printed and digitised to create a distinct and original typeface and logo mark.
