New Zealand Goes All In For Middle-earth!

Tourism NZ launched a sweeping $10 million ad campaign, 100% Middle-earth 100% Pure New Zealand.

“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,” said Chief Executive of Tourism New Zealand Kevin Bowler. ”Not only that but you can have some amazing adventures and experiences within movie-like landscapes. The campaign’s primary aim is to compel people already interested in a New Zealand holiday, to make an actual booking.”