MSN New Zealand

26 December 2012 - MSN New Zealand

100% Middle-earth campaign wins world’s best travel award.

Tourism New Zealand’s 100% Middle-earth, 100% Pure New Zealand campaign has taken out the award for ‘World's Leading Destination Marketing Campaign’ in the World Travel Awards 2012.

The win was announced at a red-carpet awards gala ceremony in New Delhi, India last night.

The award winners were decided by tourism professionals in over 171 countries across the globe.

Tourism New Zealand Chief Executive Kevin Bowler said the accolade was a huge honour.

“We believe that we have identified a valuable opportunity to enhance the country's international profile through its association with the filming of The Hobbit trilogy.,” he said.

The 100% Pure New Zealand campaign recently came under fire in a New York Times article for misleading tourists on the ‘pureness’ of the country’s environment.

Source: MSN New Zealand

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