Tourism New Zealand Launches New Campaign: Moves Away From Hobbits, Adds More Maori Elements

With the launch of a new campaign that saw some modifications in its 100 percent pure New Zealand, Tourism New Zealand made an impactful entry for taking a bigger share from the global tourism market. The expensive, NZ $2 million plus campaign still sticks to the core "100 per cent Pure New Zealand". But it has conspicuously played down its erstwhile thrust on “Hobbits” and reduced its screen time in the new commercial. The 100 percent Pure New Zealand brand has been given a new visual identity with Maori design elements becoming part of its logo and typeface.

Referring to the first overhaul of the Tourism campaign in three years, Tourism NZ chief executive Kevin Bowler said the 100 per cent pure slogan in its 16th year will always 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 is important that we broaden the message and talk about other things that are available here."

The campaign still keeps focus on more traditional scenic attractions. The catching 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. With a voice over by actor Sam Neill the audio features a special remix of the hit Young Blood by New Zealand band “The Naked and Famous.”

Talking about the new experince, Bowler said, "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. This one is coming back to the roots of the (100 per cent) campaign but is probably deepening them, making them more Kiwi." He is still confident that Hobbit will retain its appeal for a decade or more.

The aggressive campaign will target all markets including eight priority markets where the new commercial will be shown on television and online. New Zealand is targeting the main markets of United States, China, Japan, Germany, Britain, Indonesia, India and South America. The website of Tourism NZ attracts an average 20 million visitors a year.

Trenz Conference

Meanwhile, Tourism NZ is hoping to make an impact with its refreshed 100 percent Pure New Zealand marketing campaign at the premier tourism event Trenz 2015 on 17 May. The new commercial has less of the "hugely successful" 100 percent pure Middle earth adaption. References to the country as home to the Peter Jackson's The Hobbit and The Lord of the Rings films will be spiced up with more new elements, reports Stuff.Co.Nz.

(For feedback/comments, contact the writer at k.kumar@ibtimes.com.au)