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Only FOR Americans, eh? 3D ENZED tourism promotion proposed!

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« on: May 26, 2010, 10:48:44 pm »


A new dimension in promotion

By HAMISH RUTHERFORD - BusinessDay.co.nz | 5:00AM - Wednesday, 26 May 2010

COOL SCENERY: American cinema viewers could soon see 3-D advertising beckoning them to New Zealand. — Photo: The Timaru Herald.
COOL SCENERY: American cinema viewers could soon see 3-D advertising beckoning them to New Zealand. — Photo: The Timaru Herald.

Tourism New Zealand (TNZ) is considering screening New Zealand's blockbuster scenery in three dimensions into American cinemas as part of a drive to attract thousands more visitors from the United States.

While the marketing agency has not formally committed to the project, it has hired an advertising agency to identify and potentially recruit a high-profile American celebrity who could front a 3-D film of about two minutes to be screened as an advertisement before a big-budget film later this year.

The US has been identified as a key growth market for attracting extra visitors, and TNZ is investing heavily in the region, predicting that a marginal increase in its share of the overall American foreign travel market could be worth hundreds of millions to the economy.

Tim Hunter, who is in charge of TNZ's drive into the United States, said that in the coming months the majority of big films produced in America were likely to be filmed in 3-D and it was important that if New Zealand used the technology it was ahead of other destinations.

"It's all still early stage but we think if we're going to do it, we need to do it this year before the whole world starts promoting in 3-D."

He would not speculate on who might front the campaign, however it was likely to be a well-known celebrity who would identify with Americans that were likely to travel.

"Rather than just showing them scenery, it might be something that's shown through the eyes of an iconic American to give it a face and give it a story."

While he conceded that such a project was likely to be "expensive", Mr Hunter said New Zealand already had the capability to produce high-quality 3-D films locally.

TNZ is aiming to increase the number of American visitors by two thirds to 330,000 a year by 2014.

Chief executive Kevin Bowler told a briefing at this week's TRENZ conference in Auckland that this would translate into a $340 million-a-year boost for the New Zealand economy.

New Zealand as a destination accounts for about 0.65 per cent of all American foreign travel, well down on the almost 1 per cent market share reached shortly after the Lord of the Rings films were released.

Mr Hunter told The Dominion Post that both TNZ and Air New Zealand had identified this as an area of poor performance in need of a new strategy because "the prize is too big to ignore".

Mr Hunter said the agency and Air New Zealand conservatively estimated that the impact of bringing the America's Next Top Model show to New Zealand — which he estimated cost around $500,000 — had led to an additional 2000 bookings over the same period a year earlier, against a trend of falling American visitors in recent months.

The agency was in advanced talks about bringing high profile US shows to New Zealand in the coming months, he said.


http://www.stuff.co.nz/business/3737508/A-new-dimension-in-promotion
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