The challenge: Build preference for New Zealand as a holiday destination while strengthening and leveraging international awareness of New Zealand as the home of 'Middle-earth'
The solution: 100% Middle-earth.
While the Lord of the RIngs, and The Hobbit are lands built in fantasy, New Zealand is the real home of Middle-earth. Continuing the magic of storytelling to sell New Zealand we showcased how the world of Tolkien exists everyday.
What we did: Continued the saga with key storytelling elements. Richard Armitage narrated in Tolkien style, with evolutions toward the experience and activity that New Zealand has to offer.
Developing new global guidelines and in-market interest variants we ensured that New Zealand became synonymous with the real Middle-earth. Extensive digital campaigns ran using motifs that integrated with the pop-up 'Book of New Zealand' as seen at the LA premiere of the film
100% Middle-earth Brand Content
