Tourism New Zealand Wins German Award for ‘100% Middle-earth’
Tourism New Zealand’s 100% Middle-earth campaign has been named the best tourism and travel campaign in the German market at the Mairdumount Tourism and Travel Media Awards in Hamburg. 100% Middle-earth beat eleven other tourism campaigns to take out the award. While the finalists were selected by a jury of publishers and industry professionals, the winner was selected by Mairdumount network users and magazine readers. When voting for 100% Middle-earth readers highlighted the emotional connection they felt through the campaign and how impressive New Zealand’s landscapes looked in the footage. The campaign also won a Bronze PR Lion at the 2013 Cannes Lions Festival of Creativity.