|Title||MIDDLE-EARTH PASSPORT STAMP|
|Brand||TOURISM NEW ZEALAND|
|Product / Service||100% MIDDLE-EARTH, 100% PURE NEW ZEALAND|
|Category||A01. Event & Field Marketing|
|Entrant||WHYBIN\TBWA AUCKLAND, NEW ZEALAND|
|Entrant Company||WHYBIN\TBWA AUCKLAND, NEW ZEALAND|
|Advertising Agency||WHYBIN\TBWA AUCKLAND, NEW ZEALAND|
|Lynlee Smith||Whybin \ TBWA Auckland||Account Manager|
|Julia Mckee||Whybin \ TBWA Auckland||Senior Account Director|
|Michelle Hong||Whybin \ TBWA Auckland||Production Manager|
|Julie Maciver||Whybin \ TBWA Auckland||Planner|
|Ross Howard||Dan Auckland||Digital Creative Director|
|Natasja Barclay||Whybin \ TBWA Auckland||Group Head|
|Chris Lewis||Whybin \ TBWA Auckland||Designer|
|Cece Chu, Craig Brooks||Whybin \ TBWA Auckland, Whybin \ TBWA Sydney||Art Director|
|Ryan Price/Lucy Morgan, Tammy Keegan||Whybin \ TBWA Auckland, Whybin \ TBWA Sydney||Copywriter|
|Andy Blood/Matty Burton/Dave Bowman||Whybin \ TBWA Auckland, Whybin \ TBWA Sydney||Executive Creative Director|
NZ is a small country on the far side of the world. With a tiny population, and a budget to match, we’ve got a big task on our hands letting everyone know exactly where we are, and what you can do here, and in doing so, making us a must-visit destination. In 2012 Tourism New Zealand got a once in a decade opportunity to catapult NZ into the spotlight thanks to the making of The Hobbit: An Unexpected Journey. So this year, we aimed to earn as much media as we could by using our association with all things Middle-earth.
If you’re entering a country that really is Middle-earth, then at its borders you’d get a passport stamp that said ‘Welcome to Middle-earth’ wouldn’t you? We worked with the Department of Internal Affairs to create a stamp that would adhere to the strict specifications & regulations necessary for such a stamp. Then during premiere week the actual stamp was wielded by customs and immigration officials at Auckland Airport.
70 000 travelers passed through customs when our ‘stamp’ was in the hands of the DIA (Dept of Int Affairs). Travelers included ‘influencers’ like Larry Curtis, Senior Contributor of ‘theonering.net’, who immediately photographed his passport stamp and broadcast it online via instagram and facebook to his hundreds of thousands of followers. And journalist Ann Curry who posted her own stamp to her 1.45m followers, exclaiming: ‘New Zealand has actually stamped my passport ‘Welcome to Middle-earth.’ How wild is THAT.’ People’s own instinctive reaction to share was just the same, meaning word spread far & wide.
New Zealand is middle-earth, on earth. Where Gandalf strides, Hobbit’s walk, and Gollum creeps. Where fantasy and reality are one and the same thing. Thus 100% Middle-earth=100%Pure New Zealand was born. And quite naturally, if you’re entering a country that really is Middle-earth, you’d get a passport stamp that said ‘Welcome to Middle-earth’ wouldn’t you? There are few things more personal, and more valuable than your own passport. And to stamp our campaign right inside it, makes it even more treasured than before: a priceless souvenir, and the reminder of the trip of a lifetime: to another world.