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
Paid Earned
TV & IMP CINEMA Partnerships Opinion Leaders
Content distribution Print Display Idea 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
Germany – Pro7 Hobbit Special (45min) Audience: 1,190,000 AVE: NZ$6,236,527 USA - NBC TODAY Show & Rock Center Canada - etalk on CTV Audience: avg 4.5 million Audience: 610,900 AVE: NZ$4.3 million (total for 6 AVE: NZ$473,330 segments) 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 Wellington premier All Active Considerers of The Hobbit 100%
90% 100% Middle-Earth 84%
campaign 81% 80% Hype starts building in the media for The Hobbit 70% 64% 64% 60% 58% 60% 57%
% Active Considerers % Active 54% 54% 51% 50% 50% 49% 50%
40% Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13
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? 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
Hobbit Wellington Australia China Hobbit Germany Premiere Wellington 59% Hobbit Premiere 56% Wellington 51% 51% 51% 50% Premiere 79% 78% 78% 48% 48% 77% 76% 76% 47% 46% 46% 75% 73% 74% 74% 74% 74% 44%
53% 54% 52% 52% 52% 53% 51% 51% 51% 50% 49% 49%
UK USA Hobbit Japan Hobbit Hobbit Wellington Wellington Wellington Premiere Premiere Premiere 58% 61% 61% 56% 52% 52% 51% 52% 52% 52% 58% 58% 56% 56% 49% 49% 49% 45% 56% 56% 46% 54% 44% 44% 51% 43% 50% 41% 41% 48% 40%
Q1 FY12 Q2 FY12 Q3 FY12 Q4 FY12 Q1 FY13 Q2 FY13 Q3 FY13
Source: Active Consider Monitor, Three month rolling average (3MRA) 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