Tourism New Zealand’s 100% Middle-earth campaign wins world’s best travel award

Tourism New Zealand’s 100% Middle-earth, 100% Pure New Zealand campaign has won the award for ‘World’s Leading Destination Marketing Campaign’ in the World Travel Awards 2012 Grand Final. Kevin Bowler,  Chief Executive, Tourism New Zealand said, “It is a huge honour to win this category, recognising the strength and effectiveness of our new 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.”
The evening marked the culmination of a year-long search by The World Travel Awards for the very best in travel and tourism including destination marketing campaign. The award winners were decided by tourism professionals in over 171 countries across the globe including travel agencies, tour and transport companies and tourism organizations. “Through our new 100% Pure New Zealand campaigns we aim leverage the attention that New Zealand will receive by starring in these movies, and convert that attention into travel. Receiving recognition from the international tourism industry for the work we are doing is a great achievement,” Bowler concluded.