Tourism New Zealand‘s 100% Middle-earth, 100% Pure New Zealand campaign has once again been recognised on the world stage, with its latest win the prestigious Pacific Asia Travel Association (PATA) Grand Award, Marketing.
The annual PATA Gold Awards recognise tourism organisations that have made outstanding contributions to successfully promote the travel industry in Asia Pacific. This year, more than 180 entries from 66 organisations and individuals worldwide were received. The award will be formally presented to Tourism New Zealand on 19 September at the PATA Gold Awards Luncheon as part of the PATA Travel Mart in Cambodia.
The Marketing Award will be presented to Tourism New Zealand for its “100% Middle-earth, 100% Pure New Zealand” campaign. Tourism New Zealand aims to leverage the huge media and consumer attention that The Hobbit Trilogy has and will continue to achieve, and convert that attention into travel to New Zealand – the country where the movies were made. The campaign, developed in partnership with The Hobbit moviemakers Warner Brothers and Weta Workshop, has been the primary marketing campaign for Tourism New Zealand in its key offshore markets. The Hobbit and associated marketing campaigns have been a significant contributor to visitor arrival growth to New Zealand over the last 18 months.
“As an international marketing body it is incredibly encouraging to receive acknowledgement of our campaign activity from fellow international tourism bodies and professionals – and we are extremely proud to receive this award“, says Kevin Bowler, Chief Executive Tourism New Zealand.
“Our 100% Middle-earth, 100% Pure New Zealand campaign continues to go from strength-to-strength, and it is fantastic to receive such significant acknowledgment as we gear up to launch our activity to leverage the third and last of The Hobbit movies – set to be released later this year.“
Holiday arrivals into New Zealand for the year-ending May 2014 were up 8.9 per cent on the previous year with key target market for the Middle-earth campaign, the United States showing 15.3 per cent growth in holiday arrivals.