Campaign Destination

100% Middle Earth Marketing Campaign by Tourism New Zealand (NZ)

Movie inspired campaign to promote New Zealand as a visitor destination through its association with the film releases of “The Hobbit” Trilogy.

Movie inspired 100% Middle Earth travel holidays marketing campaign by Tourism New Zealand.

Tourism New Zealand has launched a series of illustrations made in collaboration with the artists at Weta Workshop that containing exclusive artwork, filming location and itineraries of “The Hobbit : An Unexpected Journey” movie.

100% Middle Earth underpin Tourism New Zealand’s (TNZ) campaign work to promote New Zealand as a visitor destination through its association with the film releases of “The Hobbit” Trilogy – productions of New Line Cinema and MGM,  distributed by Warner Bros Pictures.

Using the photographic stills from the campaign as the base artwork for each unique creation, Weta created Middle-earth-inspired scenes that lie on top of the photography to create a perfect match, so the parallel universe of Middle-earth illustrated fantasy, lies over the reality.

Launched online along with the global spotlight on New Zealand for the premiere of “The Hobbit : An Unexpected Journey” movie, the illustrations is packed in Middle Earth virtual book and made based on the actual location in New Zealand.

Association with The Hobbit movies also offered New Zealand a wider opportunity to enhance its international profile as an innovative and creative nation, and as a great place to make films and do business. A number of government agencies were working together to build a complete “New Zealand story” covering the tourism, film, and business sectors.

Photos / Picture / Images Gallery of 100% Middle Earth Marketing Campaign of New Zealand

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