Tourism NZ prepares final Middle Earth push as agency flags marketing shift

Tourism New Zealand is preparing to ramp up its Hobbit-focused marketing for the final time as the agency begins to switch its thinking to a life beyond Middle Earth.

A 3D cinema advertising campaign will kick off locally in December ahead of the Boxing Day launch of The Hobbit: The Battle of the Five Armies, with digital and out-of-home supporting the push

The movie will not only bring the curtain down on the Hobbit trilogy but also spell the end of the Middle Earth adventures dating back to the release of the first Lord of the The Rings film in 2002.

Tourism leaders are already working through the next evolution of the 100% Pure messaging.