Region Plans to Boost Tourism through The Hobbit

Media release from Nelson Tasman Tourism

Region Plans to Boost Tourism through The Hobbit

Nelson Tasman Tourism has announced it plans to use the The Hobbit films as a unique marketing opportunity to attract visitors to the area. The region, which is already home to three film locations from the Lord of the Rings trilogy as well as the “One Ring” maker Jens Hansen Jewellers is expected to attract high numbers of Middle Earth fans in the coming years.

There was no missing the cast and crew of The Hobbit in town during filming in November and December 2011, however actual film locations will not be made public until the screening of each of the three films. Nelson Tasman Tourism CEO Lynda Keene confirmed that “the region has a number of new film sites used in the filming of The Hobbit trilogy; however these will only be disclosed as they appear at each premiere”.

Nelson Tasman Tourism has announced it will lead their marketing campaign with the tagline “Nelson Tasman: Have A Hobbit’s Holiday” which has been approved by Warner Brothers for exclusive use. Working closely with Tourism New Zealand, Keene stated that “the primary goal is to cement Nelson Tasman as a must visit destination for Middle Earth fans. With a high amount of Middle Earth tourism product in the region, we are a one stop shop for visitors to see spectacular film locations and of course try on the ‘One Ring’

Keene also stated that the region is also able to make use of a quote given to Nelson Tasman Tourism by Sir Ian McKellen (Gandalf) on his recent tour through the city - “I can’t believe Nelsonians get to wake up in this perfect paradise every day”

The “Have a Hobbit’s Holiday” marketing campaign will include online marketing activity, social media advertising, and close trade relationships with Middle Earth must-visits such as Hobbiton Movie Set Tours and Weta Workshop. The region will also gain significant PR attention including hosting a large number of international media immediately before and after the world premiere of The Hobbit: An Unexpected Journey.

Local attractions such as the World of WearableArt™ and Classic Cars Museum, businesses such as Jens Hansen jewellers, and the local growers of new label Middle-earth Wines are likely to be large beneficiaries of the anticipated increase in visitation. Heli companies who fly to remote The Hobbit film locations such as Reid Helicopters and Tasman Helicopters will also undoubtedly see growth.

Nelson Tasman Tourism’s announcement comes off the back of the launch the first stage of the new global "100% Middle-earth, 100% Pure New Zealand" campaign, which draws on The Hobbit films.

Kevin Bowler, CEO of Tourism New Zealand felt Nelson Tasman should see some significant benefits from The Hobbit films. "We conduct research with our target market of people already considering a holiday to New Zealand, and of that group, 53% of our target audience are aware that The Hobbit films are being made, and of this group, 87% of these are aware that New Zealand is the location.

"We also ask whether this awareness [is] increasing people's interest in New Zealand as a holiday destination. Overwhelmingly, people are saying yes.

"We anticipate that any region or business with a connection to the locations of The Hobbit movies is likely to see an increase of travellers seeking a Middle-earth experience."

Tourism New Zealand brand and international public relations general manager Catherine Bates told TRENZ 2012 delegates and media in Queenstown in May the campaign aimed to build on the perception by marketing the country as a real land of "amazing experiences and welcoming people".

The campaign has been launched in Australia and will screen in cinemas and on television in New Zealand's major tourism markets in September and October.

In each of the target markets, campaign work will link the promotion of Destination New Zealand to travel offers.

Air New Zealand began screening the commercial on Air New Zealand domestic jet flights last week.

ENDS

© Scoop Media