Tourism New Zealand, New Zealand Trade and Enterprise, Film New Zealand and the Ministry of Foreign Affairs and Trade came together to showcase the very best of New Zealand to around 200 business, film and tourism stakeholders.
Guests strolled through the pages of The Book of New Zealand while enjoying quality New Zealand food and wine from New Zealand.
The event was part of part of a programme of publicity activities being held for the global premiere and worldwide release of The Hobbit: The Desolation of Smaug, by Warner Bros. Pictures and, in select territories, by MGM.
Over two days, cast and crew from the movie including Martin Freeman, Richard Armitage, Luke Evans, Evangeline Lilly, Dean O'Gorman, Aidan Turner, Benedict Cumberbatch and Sir Peter Jackson, were interviewed by international media while on The Book of New Zealand.
The spectacular display will be open for five days and scores of international media outlets are expected to visit, generating considerable worldwide media coverage for New Zealand.
Tourism New Zealand's Chief Executive Kevin Bowler says the objective with the exhibit and the NZ Inc event is to use it to tell the story of New Zealand as a fun, must-see tourism destination, an innovative and creative nation, and a great place to make films and do business.
"New Zealand has come to California and this is our opportunity to show some key stakeholders of exactly what the country has to offer.
"This activity is a continuation of our 100% Middle-earth, 100% Pure New Zealandcampaign first launched in August 2012.
"All our campaign work aims to connect the fantasy, movie landscapes of Middle-earth with the actual experiences of New Zealand and demonstrate how easy it is for people to come to New Zealand, see Middle-earth first-hand and experience all the country has to offer,' says Kevin.
The Book of New Zealand depicts four New Zealand filming locations, along with four actual film sets from The Hobbit: The Desolation of Smaug, set for release worldwide beginning 13 December 2013.
It was designed and built by The Hobbit Trilogy production designer Dan Hennah and set decorator Ra Vincent.
It will be supported by new marketing across Tourism New Zealand's target markets, new content on newzealand.com, and plenty of social media activity.
Contact: Leah Phelps, Senior Communications Advisor, Tourism New Zealand
firstname.lastname@example.org; phone +64 21 843 896
About the Book of New Zealand
The locations in The Book of New Zealand are:
- Lake-town - Lake Pukaki/Aoraki-Mt Cook
- Forest River - Pelorus River/Marlborough
- Beorn's House - Paradise/Glenorchy
- Hidden Bay - Turoa/Central Plateau
It is staged at the Beverly Hilton Hotel, where select publicity activities for The Hobbit: The Desolation of Smaug will take place and can hold 225 people.
Scores of worldwide media outlets are expected to visit The Book of New Zealand. It will serve as the location for:
- Official publicity activities surrounding the global release of The Hobbit: The Desolation of Smaug
- a NZ Inc VIP function