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Coast peak part of ‘Middle Earth’
Tuesday, August 28, 2012
MOUNT Hikurangi features in a new international tourism advertising campaign — 100% Middle Earth.

Tourism New Zealand (TNZ) is making a significant push for new international visitors with the 100% Pure New Zealand campaign invoking the magic of Middle Earth.

Tourism NZ chief executive Kevin Bowler says the television and cinema commercial tells a story of how the cinematic fantasy world of Middle Earth, as revealed in the upcoming fantasy adventure motion picture The Hobbit: An Unexpected Journey, is in fact the reality of New Zealand.

It shows stunning scenery and unique activities and experiences, coupled with Middle Earth-themed narration, he says.

The campaign aims to leverage off interest generated in New Zealand by its starring role as Middle Earth in the Peter Jackson-directed trilogies based on The Lord of the Rings and The Hobbit.

“Millions of people have seen The Lord of the Rings trilogy and we expect millions more to watch The Hobbit trilogy.

“Our objective is to show people that while New Zealand stars as the fantasy world of Middle Earth, what people see in the cinema is actually a real place just waiting to be explored.

“Not only that, but you can have some amazing adventures and experiences within movie-like landscapes.”

The campaign is the latest evolution of the highly successful 100% Pure New Zealand campaign first launched in 2000.

It is being rolled out across all of Tourism New Zealand’s marketing channels, with dedicated information on newzealand.com providing travellers with the best advice on how to discover the home of Middle Earth.

It was launched first in Australia on Sunday and will target all of New Zealand’s major tourism markets in September and October.

Tourism Eastland marketing manager Kerry Taggart says it is fantastic this region has been included in what is going to be a high-profile marketing campaign.

“Hikurangi, the sacred mountain of Ngati Porou, is a place of special reverence and one of our most awe- inspiring tourism experiences.”

For years, Ngati Porou Tourism has been taking visitors up Hikurangi to enjoy the scenic landscape, and share the unique legends and history of the place.

Paora Brooking hosted the Tourism New Zealand film crew and he features in the ad.

“Ngati Porou is honoured to have Maunga Hikurangi included in TNZ’s latest advertising campaign.

“It is a great opportunity to gain worldwide exposure for tourism in our region.”

Readers can see the advert on the Gisborne Herald website www.gisborneherald.co.nz
MIDDLE OF OUR EARTH: The road to one of the district’s tourism gems is long and winding but, as a new TV and cinema commercial shows, it is well worth the drive. File picture
Comments
Peter Jones
05:39 p.m. Tuesday, Aug 28, 2012
New Zealand, the land that Hobbits, tourists and overseas investors can call home.
Play the movie to the kids at Te Puia School and ask them what they think.
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