NZ ditches Hobbits for new tourism ad

NZ ditches Hobbits for new tourism ad

A day after Air New Zealand showed the hobbits the door, the country’s tourism agency has done the same with its new advertising campaign.

Tourism New Zealand is replacing its three-year 100 per cent Middle-earth campaign with a new approach focusing on the range and closeness of the country’s sights and experiences.

Chief executive Kevin Bowler said while the Tolkien-themed push had helped international visitor numbers reach record levels, it was now time for a change.

“We’ll be emphasising our story of closeness and diversity, how our amazing landscapes and activities are all within easy reach.

“Every day you travel through New Zealand, it’s a different journey.”

The commercial shows travellers moving seamlessly from experiences, including well-known spots Milford Sound, Lake Taupo, Cathedral Cove and Fox Glacier.

The hobbits aren’t totally abandoned – the two travellers are shown exiting a house at the Hobbiton film set near Matamata.

Air New Zealand on Thursday launched its new flight safety video adopting a surfing safari theme instead of one based on The Hobbit trilogy.

It is backing the new campaign, which will be rolled out in international tourism markets from July.

The 100% Pure New Zealand promotion is now into its 16th year and is one the world’s longest-running destination campaigns.
https://youtu.be/kWOwe_n-2Gw

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