Tourism video puts NZ middle of the earth…
but Lonely Planet doesn’t
Tourism New Zealand has employed Sir Peter Jackson, Ed Sheeran and the PM to help comedian Rhys Darby establish Aotearoa as the centre the world.
Following the success of its previous video, in which Darby suggested there was a global conspiracy to see us left off the world maps of organisations such as The Smithsonian, the BBC, the United Nations and IKEA, Tourism NZ this week released a follow up.
CEO Stephen England-Hall said the video aimed to re-engage the global audience and encourage them to plan and book a holiday to New Zealand.
“The first maps video worked extremely well to raise awareness of New Zealand as a destination, going viral within 48 hours,” England-Hall said. It resulted in media coverage that hit over $10 million in value.
The launch of a follow-up could not be more timely. New Zealand has just been omitted from Lonely Planet’s 2019 top destinations list, leaving many smarting from the perceived snub.
After coming fifth in the 2018 guide, we are notably absent from Lonely Planet’s latest top ten lists for top countries, top cities and top regions. And worse, Australia is there.
NZ Herald’s Thomas Bywater said: “Having had such a prominent position on the 2018 rankings, it’s hard not to feel slighted.
“Unlike being left off the world map at the IKEA store, making the Lonely Planet list matters.
“The company has shifted 120 million guidebooks since its inception and its online apps have launched 11 million holidaymakers out into the world.”
In the new tourism video, Darby mistakenly accuses Ed Sheeran of being responsible for keeping New Zealand off world maps, before Sir Peter Jackson comes up with a new ‘Middle-Earth’ map putting New Zealand at its centre.
The Lord of the Ring’s-style prop and Darby’s accompanying musings serve the purpose of illustrating how easily accessible New Zealand is from anywhere, thanks to increased flight connectivity across the globe.
Jacinta Ardern, a bit part player in the video, said: “I’ve loved seeing the global response to this campaign. With a little help from Sir Peter, my hope is that people will see New Zealand right where it deserves to be – on the top of their list of places to visit!”