Henry's House to help promote New Zealand

New Zealand tourism chiefs have called in Henry's House as they attempt to revive the country's popularity post-Lord of the Rings.

New Zealand: 'so much more than Lord of the Rings and scenery'
New Zealand: 'so much more than Lord of the Rings and scenery'

The account is understood to be worth six figures and the brief is to give New Zealand 'personality' via traditional and digital media. Henry's House has been appointed initially for a six-month project after beating 60 agencies that submitted credentials.

New Zealand enjoyed a burst of tourist interest thanks to the three Lord of the Rings films, which were all shot in the country early this decade.

Tourism New Zealand UK and Europe regional manager Gregg Anderson said Henry's House would be moving its brand away from the Lord of the Rings association and the country's scenery, and would instead be developing its personality as 'the youngest country'.

'It was the last country to be settled by mankind, so they've got a different approach to the world,' said Anderson.

He added that Henry's House was picked owing to its experience with broadcasters and production companies, its use of celebrity ambassadors and its digital expertise.

Henry's House MD Ginny Paton said: 'We'll be getting New Zealand on the radar. It's a once-in-a-lifetime opportunity and our job is to get people to visit the country now rather than putting it off.

'I think that Lord of the Rings did put New Zealand on the map for a lot of people. I'm not sure that they love it being Lord of the Rings all the time, however, because there's so much more to the place. The scenery is only one reason.'

At the same time, Fiona Reece PR has also been appointed to handle the travel media. Reece has worked for Tourism New Zealand in the past, but now this relationship has been formalised.

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