13 Jul 2016

Lights, Cameron, action...

9:03 am on 13 July 2016

Hollywood heavyweight James Cameron has been enlisted by Tourism New Zealand to promote the country.

A video of the director shot among some of New Zealand's most beautiful natural scenery will roll out in markets around the world over the next year using the 100 percent Pure New Zealand brand.

According to its latest annual report, Tourism New Zealand received $113 million of funding from the government in the 2015 financial year, $45m of which was spent on delivering the key 100 percent pure campaign.

The organisation's chief executive, Kevin Bowler, said he was sure the video would inspire more people to visit New Zealand.

"Having someone of the calibre of James Cameron sharing his personal stories and insights while exploring some of New Zealand's most beautiful places is of immeasurable value for New Zealand.

"James and his family have chosen to have a home in New Zealand and continue to be inspired by our beautiful landscapes and welcoming, creative people."

The Cameron family have lived in the Wairarapa for four years, where he is immersed in the development of the next Avatar film, Tourism New Zealand said.

Mr Cameron said he fell in love with New Zealand when he first visited in the mid-nineties.

"If you enjoy the outdoors and you enjoy a sense of adventure, you're not going to be able to beat this place anywhere in the world.

"If you happen to like helicopters like I do, you could see ten of the most stunning places you'll see in your lifetime in a day.

"If you are driving, an hour and a half or two hours, the country just unrolls toward you like an IMAX film."

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