The document discusses New Zealand Tourism's campaign to leverage The Hobbit film trilogy to increase tourism by showing that New Zealand is where the fantasy of Middle-earth is real. The campaign ran from 2012-2015 across 6 phases to promote New Zealand as a filming location for The Hobbit and engage fans through advertising, partnerships, trade promotion, media coverage, and social media. Evaluation found high awareness of the film-tourism connection and that 14% of visitors were motivated by The Hobbit films to visit New Zealand.

2. 100% Middle-earth, 100% Pure New Zealand
Using Film Tourism to Increase Visitor Arrivals
Adriena Daunt
Tourism New Zealand

3. 2010 Situation
Hobbit films slated for 2012 release
Visitor numbers down post-recession
History of NZ promotion around
Lord of the Rings trilogy

4. The Opportunity
Leverage The Hobbit Trilogy by showing that New
Zealand is a real place to be enjoyed by visitors
• Campaign advertising
• Partner integration
• Trade promotion
• Media program
• Online & social media
• Brand activations

5. New Zealand:
where fantasy is reality
THE BIG IDEA

6. PAID

7. THE HOBBIT: AN UNEXPECTED JOURNEY

8. Campaign Activity
1 September 2012 – 28 February 2013
Strategy:
• Bring the “fantasy is reality” proposition to life
• Deliver rich media experiences inspiring consumers
• Expand outside digital channels e.g. cinema

10. Creative Examples - Banners

11. newzealand.com
Phase 1 to …
… Phase 2

12. Middle-earth Interactive Feature

13. Premiere Media Program

15. Airport Activations

16. Social Media

17. Globally, awareness of The Hobbit peaked with the
December premiere in New Zealand
68%
62%
79%
73%
80%
84% 83%
89%
81%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Australia Germany UK US China
%ActiveConsiderers
Awareness of The Hobbit Trilogy movies
Nov-12
Dec-12

18. “After The Lord of the Rings I
got fascinated by what I saw
[in New Zealand] and now
the Hobbit just pushed it
more.”
“[I visited newzealand.com] to
know about the Lord of the
Rings and The Hobbit places
they filmed the movies
because I am a big fan of the
movies.”
“The Lord of the Rings
is one of my favorite
movies and the part
that the movie was
made in New Zealand
just drove me here.”

19. THE HOBBIT: THE DESOLATION OF SMAUG

20. Campaign Evolution
• Aimed to cement the connection with Middle-earth
• Updated edits highlighted specific experiences
• Heavier film imagery used with highly engaged
audiences

26. Social Media
20,000,000 Impressions
400,000 Users engaged
20,000 New fans

27. NZ$43m media value
200 media attended
16% holiday growth from USA

29. THE HOBBIT: THE BATTLE OF THE FIVE ARMIES

30. Middle-earth
Locations
Year 3 Strategy
Middle-earth
Journeys

31. Campaign Evolution

33. 30 media attended
NZ$35m media value
300 stories published

35. Real Middle-earth Youtube Diaries
12 million organic reach
3.4 million video views
8.5% engagement rate

36. IMPACT ON TOURISM

37. Key Tourist Findings
96% aware The Hobbit was filmed in New Zealand
42% had seen The Hobbit films
14% of visitors motivated by The Hobbit
22% of visitors enjoyed a Middle-earth product
Source: NZ International Visitor Survey – YE March 2015

38. THANK YOU!
“May the wind under your wings bear you
where the sun sails and the moon walks”
- J.R.R. Tolkien