Key Points

• Research with the Active Considerer has shown the 100% Middle-Earth campaign ad performs strongly – it’s motivating for 68% of our target audience it was tested with1

• The 100% Middle-Earth campaign is effective at depicting New Zealand as a stunningly beautiful place that offers unique holiday experiences

• Other key results from the testing include (based on taking the average across our six key markets)

– 82% stated the campaign increased their interest in New Zealand

– 73% stated the campaign improved their opinions of New Zealand

– 71% stated they would talk to someone else about it

1 Source: TNS AC Monitor 2012-2013. This motivation state as measured through TNS’ AdEval methodology, signifies the ad not only involves the viewer in the message it is trying to convey but also strengthens the consumer–brand relationship by increasing interest in what was advertised and disposition to talking about it. 68% is a simple average of the motivation scores for the six markets in which the video was tested; Princess edit tested in Japan.

100% Middle-earth TVC Motivational Impact (All Active Considerers)

Motivational impact of 100% Middle Earth tvc (% ACs)

11%

20%

68%

All Active Considerers

Involved and

motivated

Involved, but not

motivated

Not involved

Source: TNZ Active Considerer Monitor, Sep12-Nov12 for Australia, Germany, UK and USA; Nov12-Dec12 for China; Nov12 and Feb13 for Japan. The AdEvalTM methodology for testing ads considers that an effective ad is found relevant, interesting and worth seeing again (See appendix for definition)

• The 100% Middle-Earth campaign tvc has tested strongly – it’s motivating for 68% of Active Considerers across our six main markets

Key Campaign Message Take-Out

• The 100% Middle-Earth campaign is effective at depicting New Zealand as a stunningly beautiful place that offers unique holiday experiences

89%

83%

78%

Depicts New Zealand as a stunninglybeautiful place in which to holiday

Shows that the experiences New Zealandoffers are unique

Makes me feel more inspired about holidaying in New Zealand than I’ve felt

before

Key Diagnostic TVC Measures (% Agreement ACs)

Source: TNZ Active Considerer Monitor, Sep12-Nov12 for Australia, Germany, UK and USA; Nov12-Dec12 for China; Nov12 and Feb13 for Japan. Agreement = Somewhat agree, Agree & Strongly agree on 7 point scale

Active Considerers across our top 6 markets…

• 82% stated the campaign increased their interest in

New Zealand1

• 73% stated the campaign improved their opinions of

New Zealand2

• 71% stated they would talk to someone else about it3

• 68% replied the 100% Middle-earth campaign

motivated them4

1Did this ad increase your interest in what was advertised?” 2As a result of seeing these ads would you say you now have a slightly or much better opinion of New Zealand as a holiday destination) 3If you were talking with someone about taking a New Zealand holiday, do you think you would mention some point or impression that was highlighted in this ad? 1TNS AdEval motivation score

Source: TNS Active Considerer Monitor, 100% Middle-earth TVC AdEval testing

As measured through the International Visitor Survey…

• 8.5% of international visitors to New Zealand during Jan-Mar ‘13 stated The Hobbit movie trilogy was a factor in stimulating their interest in New Zealand

• Within this result, 4% say The Hobbit was a serious factor in their decision to visit, 1% stated it was “the most important factor”

• In 2004, following the release of the Lord of the Rings Trilogy, 6% of visitors said the movies were ‘a factor’ for visiting New Zealand while 1% said it was the ‘main factor’.

8.5% of International Visitors say The Hobbit stimulated their interest in visiting New Zealand

46.8

34.8 31.5

29.3 27.0

14.4

10.0 8.8 8.5 8.2 5.3 5.0 4.9 4.4 4.0 3.5 3.4 3.3

0.4

4.7

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

% o

f In

tern

atio

nal

Vis

ito

rs

Factors that Stimulated Interest in New Zealand

Source: IVS, Jan-Mar 2013, Thinking back to when you first became interested in visiting New Zealand, which of the following factors helped stimulate that interest?

Impact of the Hobbit

on interest in New

Zealand

3.9% of International Visitors say The Hobbit made them seriously consider visiting New Zealand

35.3

31.6

20.9 20.9 18.1

13.7 13.4

7.0 5.6 5.4

3.9 3.9 3.3 2.4 1.5 1.4 1.2 0.9 0.8 0.2 0.2 0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

% o

f In

tern

atio

nal

Vis

ito

rs

Factors that caused Serious Consideration of New Zealand

Source: IVS, Jan-Mar 2013, And when you began to seriously consider visiting New Zealand, which factors made you seriously consider visiting New Zealand?

Impact of The Hobbit

on ‘Serious

Consideration’ of New

Zealand

Just under 1% (0.7%) of International Visitors say The Hobbit was the most important factor in their decision to visit New Zealand

28.8

16.7

12.3

5.0 4.5 4.3 3.7 3.0 2.3 2.0 0.7 0.7 0.6

13.7

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

% o

f In

tern

atio

nal

Vis

ito

rs

Most Important Factor in Decision to Visit New Zealand

Source: IVS, Jan-Mar 2013, What was the most important factor in your decision to visit New Zealand?

Impact of The Hobbit

as the most important

factor on choosing NZ