Tourism New Zealand (TNZ) is making a new international push for tourism, with its latest 100% Pure New Zealand campaign, invoking the magic of Middle-earth. CEO Kevin Bowler says the campaign aims to leverage off interest generated in New Zealand by its starring role as Middle-earth in the Peter Jackson-directed trilogies based on The Lord of the Rings, and The Hobbit.

Today’s release of the latest TNZ television and cinema commercial tells a story of how the cinematic fantasy world of Middle-earth is in fact the reality of New Zealand.

It launches first in Australia on Sunday August 26 and will screen in cinema and on television in all of New Zealand’s major tourism markets in September and October.