The pata of feet from Bangkok heralds the news that Tourism NZ is the winner of the Marketing category’s Grand Award for this year’s Pacific Asia Travel Association’s Grand and Gold Awards for its Hobbit-based international marketing campaign.
The Awards hand out gongs across four categories: Marketing; Education and Training; Environment; and Heritage and Culture; plus the occasional special award. This year the Awards drew 181 entries from 66 travel and tourism organisations across the Asia-Pacific.
Tourism NZ’s win was the only one of 28 Grand and Gold winners announced to come from Australasia.
100% Middle-earth, 100% Pure New Zealand
Per the media release:
The Marketing Award will be presented to Tourism New Zealand for its “100% Middle-earth, 100% Pure New Zealand” campaign. Tourism New Zealand aims to leverage the huge media and consumer attention that The Hobbit trilogy has and will continue to achieve, and convert that attention into travel to New Zealand – the country where the movies were made.
The campaign, developed with Warner Brothers and Weta, has been the primary marketing campaign for Tourism New Zealand in key offshore markets including America since 2012. In the year to May, visitor arrivals from key markets where the campaign has run have increased an average 8.9%.
The award presentations will be made in September at the PATA Travel Mart on Cambodia’s Diamond Island.