Tourism New Zealand and Whybin\TBWA’s 100% Middle-earth, 100% Pure New Zealand campaign has been the subject of much discussion recently, plenty of it based around the perceived gap between the fantasy of the slogan and the reality of the country’s environmental situation. But after some negative media coverage, it’s put one in the plus column by winning the World’s Leading Destination Marketing Campaign in the World Travel Awards 2012.
The win, announced at a red carpet awards gala ceremony in New Delhi, is the result of a year-long search, after deliberation by tourism professionals in more than 171 countries, including travel agencies, tour and transport companies and tourism organisations.
Tourism New Zealand chief executive Kevin Bowler said it was a “huge honour” and testament to the strength and effectiveness of the 100% Middle-earth, 100% Pure New Zealand campaign.
“We believe that we have identified a valuable opportunity to enhance the country’s international profile through its association with the filming of The Hobbit trilogy. Through our new 100% Pure New Zealand campaign we aim to leverage the attention that New Zealand will receive by starring in these movies, and convert that attention into travel.”
Tourism New Zealand chair Kerry Prendergast said: “To sustain a campaign for 13 years that has won awards throughout its evolution is something to be extremely proud of.”
Earlier this year Tourism New Zealand was voted Leading Tourist Board in the 2012 Australasian World Travel Awards. New Zealand was also named the Favourite CountryWorldwide at the Telegraph Travel Awards and Favourite Emerging Destination – Overseas at the Condé Nast Traveller Reader’ Travel Awards in India.
- This story originally appeared on idealog.co.nz