The Opportunity
• The world’s eyes have been on us
• The Hobbit movies highlight New Zealand as:
– a great place to visit
– a great place to do business
– a great place for film production
• Take the attention and use it to our advantage
We’re starting from a good base
In 2004...
• 87% of visitors were aware The Lord of The
• Rings trilogy was made in New Zealand.
• 6% cite The Lord of the Rings as being one of
the main reasons for visiting
• 1% cite the Lord of the Rings as their main or
only reason for visiting equating to $33m in
spend
MIDDLE-EARTH IS NEW ZEALAND
Earned
Paid
TV &
CINEMA
Print
Partnerships
Display
IMP
Opinion Leaders
Idea
Content distribution
Premiere Media Programme
newzealand.com
Owned
Social Assets:
Pre-premiere IMP
Key media hosted through IMP in
the lead up to the premiere
produced strong results including:
Lonely Planet, The Daily Telegraph,
The Telegraph Online and
Mezamashi Doyoubi
The premiere programme
The media:
- 40+ broadcast media – including NBC, TF1, Prosebien, CTV, T4, Channel 7, 9, 10
- 30+ print and online – NZ and AU
- 100s of millions - estimate reach hundreds of viewers worldwide
- NZ$24.7million AVE
USA - NBC TODAY Show & Rock Center
Audience: avg 4.5 million
AVE: NZ$4.3 million (total for 6
segments)
Germany – Pro7 Hobbit Special
(45min)
Audience: 1,190,000
AVE: NZ$6,236,527
Canada - etalk on CTV
Audience: 610,900
AVE: NZ$473,330
Hobbiton event
-
Over 80 International and NZ media attended
Guided tour of the Hobbiton movie set
Cast interviews with dwarves – global exclusive
Press conference with TNZ, Film NZ, Hobbiton staff and Royd Tolkien
Official opening of the Green Dragon
VIP function with Air New Zealand Wine Award Trophy Wines and Martin
Bosley created canapés
newzealand.com
Middle-earth content
•
•
•
•
•
•
Suggested touring routes and itineraries
Middle-earth themed map, film concept art and
fantasy/reality illustrations
Premiere coverage and cast quotes about NZ
High engagement with 13 pages viewed per visit
Over 100k visits to interactive feature since
launch in mid-November 2012
Peak traffic in mid-December (film’s public release)
Activations
Social media
Continued media interest
• UK- 3 results- worth an EAV of $146,000
• China- 5 results- worth an EAV of $877,000
• Germany- 6 results- worth an EAV of $$284,000
DVD Release
• Promotion of the DVD featurette,
highlighting an exclusive behind the
scenes journey through New Zealand
with the cast of The Hobbit: An
Unexpected Journey on
newzealand.com and social
• Supported with location content on
newzealand.com
• Results after four weeks:
• 120,000 Facebook likes
• 60,000 YouTube views
The Hobbit – The BIG results
Steady increase in awareness
Awareness of The Hobbit movies
All Active Considerers
Wellington premier
of The Hobbit
100%
% Active Considerers
90%
80%
100% Middle-Earth
campaign
Hype starts building
in the media for
The Hobbit
70%
81%
64%
60%
60%
51%
50%
54%
54%
50%
50%
84%
64%
58%
57%
49%
40%
Jan-12
Feb-12 Mar-12 Apr-12 May-12 Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Source: TNS Active Considerer Monitor
Question: Are you aware of the upcoming The Hobbit Trilogy movies, based on the novel ‘The Hobbit’ by J. R. R. Tolkien?
Nov-12 Dec-12
Jan-13
Record website traffic for 2012-13
• In the 12 months to end of March 2013,
newzealand.com saw 12.1m visits (+19% on
the year prior)
• Organic search traffic for the “ Hobbit
heavy” period October-March grew 23% on
the year prior
Visits to newzealand.com, 2012-13
Preference for a New Zealand holiday has lifted
across a number of key tourism markets
China
Australia
Hobbit
Wellington
Premiere
51% 52%
50%
51%
53% 54%
51%
77% 76% 76%
75% 73%
74% 74%
Germany
Hobbit
Wellington
Premiere
56%
51% 51%
79% 78% 78%
74% 74%
50%
47% 46% 48% 46% 48%
44%
59%
51%
52% 52% 53%
49% 49%
UK
USA
Hobbit
Wellington
Premiere
58%
52% 52%
58% 56% 56%
56% 56%
54%
48%
50% 51%
Japan
Hobbit
Wellington
Premiere
61% 61%
58%
Hobbit
Wellington
Premiere
44%
46%
49% 49%
40% 41%
44%
41%
49%
51%
56%
52%
52%
45%
43%
Q1 FY12
Source: Active Consider Monitor, Three month rolling average (3MRA)
52%
Hobbit
Wellington
Premiere
Q2 FY12
Q3 FY12
Q4 FY12
Q1 FY13
Q2 FY13
Q3 FY13
International arrivals increased across summer
Monthly Total International Arrivals
(Growth on 2012)
+13%
+9%
-2%
January
February
March
Source: Stats New Zealand, International Visitor Arrivals, *Provisional results shown for March. Note: Easter occurred in Market in 2013