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“Book of New Zealand” installation set to open in LA

Last Updated on: 14 November 2013

Part of Tourism New Zealand's 100% Middle-earth, 100% Pure New Zealand campaign

Tourism New Zealand is set to make its mark on Los Angeles with an innovative walk-through, multi-media display that brings 100% Middle-earth, 100% Pure New Zealand to life.

A sprawling installation that spans the length of two tennis courts, The Book of New Zealand is set to open at the Beverly Hilton Hotel in Beverly Hills, California, on the evening of Saturday, 30 November 2013 (NZ Sunday, 1 December). 

While the installation is by invitation only, fans will have a chance to browse its pages as part of a special Public Day tour set for 4 December.    

The idea for a pop-up book came from the creative minds at Whybin/TBWA and has been brought to life in partnership between Tourism New Zealand and 3 Foot 7 Ltd.

The Book of New Zealand depicts four New Zealand filming locations, along with four actual film sets from the highly anticipated forthcoming motion picture The Hobbit: The Desolation of Smaug, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures, set for release worldwide beginning 13 December 2013. 

Digital content featuring Oscar®-winning Kiwi filmmaker Peter Jackson, director of The Hobbit Trilogy, will blend the magic and fantasy of Middle-earth with the reality of the striking and diverse locations across New Zealand where the film Trilogy was made.

The Book of New Zealand will be featured in media reports around the time of the 13 December, 2013, worldwide release of The Hobbit: The Desolation of Smaug, by Warner Bros. Pictures and, in select territories, by MGM.  

Scores of international media outlets are expected to visit The Book of New Zealand, generating considerable worldwide media coverage for New Zealand.

Tourism New Zealand's Chief Executive Kevin Bowler says the organisation's objective with the exhibit is to use it to tell the story of New Zealand as fun, must-see tourism destination, as well as an innovative and creative nation, and a great place to make films and do business.

"New Zealand has come to California with a spectacular display that will be open for five days.  You will literally step into a giant book of New Zealand and travel through four of the principal filming locations for The Hobbit: The Desolation of Smaug," says Kevin.

"From afar, the Book depicts New Zealand, but then, as you step inside its pages, the locations from the movie come alive as you walk through actual film sets. 

"We are delighted to be a part of the worldwide media programme in Los Angeles, and believe The Book of New Zealand will motivate all those who experience it to share the wider New Zealand story."

About the Book of New Zealand

The idea for a pop-up book of New Zealand came from the creative minds at Whybin/TBWA. The Book of New Zealand was designed and built by The Hobbit Trilogy set designers Dan Hennah and Ra Vincent. It will be 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 
  • a Film New Zealand partners' function

About 100% Middle-earth, 100% Pure New Zealand

Tourism New Zealand's new three-year marketing strategy features publicity related to The Hobbit Trilogy in conjunction with its on-going 100% Middle-earth, 100% Pure New Zealand campaign.

Tourism New Zealand is working to convert the international attention drawn to the film Trilogy's production in New Zealand into a campaign which demonstrates how easy it is for people to come to New Zealand, see Middle-earth first hand, and experience all the country has to offer.

Investment in marketing New Zealand's association with The Hobbit Trilogy is paying off in increased visitor motivation and arrivals. Tourism New Zealand's own Active Considerer monitor tested the impact of the 100% Middle-earth, 100% Pure New Zealand campaign, first launched in August 2012, in key markets. Between August and October 2012, 82 % of respondents stating the campaign increases their interest in New Zealand, and 73 per cent stating the campaign improved their opinions of New Zealand.

International Visitor Arrivals data for January-September 2013 show that holiday arrivals into New Zealand are up 10.5 per cent as of last year. Holiday arrivals from the United States, a key target market for the Middle-earth campaign, are up 19 per cent during the same period last year.

Information gathered from the International Visitor Survey shows that 8.5 % of all international visitors surveyed January to June this year, say The Hobbit films were a factor in stimulating their interest in New Zealand as a destination. 13 per cent of international visitors over January to June 2013 say they took in a Hobbit-inspired experience while in New Zealand, including group tours specifically visiting film sites or visiting Hobbiton.

About The Hobbit: The Desolation of Smaug

From Academy Award®-winning filmmaker Peter Jackson comes The Hobbit: The Desolation of Smaug, the second in a trilogy of films adapting the enduringly popular masterpiece The Hobbit, by J.R.R. Tolkien. 

The screenplay for The Hobbit: The Desolation of Smaug is by Fran Walsh & Philippa Boyens & Peter Jackson & Guillermo del Toro, based on the novel by J.R.R. Tolkien.  Jackson also produced the film, together with Carolynne Cunningham, Zane Weiner and Fran Walsh. 

The executive producers are Alan Horn, Toby Emmerich, Ken Kamins and Carolyn Blackwood, with Philippa Boyens and Eileen Moran serving as co-producers. New Line Cinema and Metro-Goldwyn-Mayer Pictures Present a WingNut Films Production, The Hobbit: The Desolation of Smaug. 

The film is a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM), with New Line managing production.  Warner Bros. Pictures is handling worldwide theatrical distribution, with select international territories as well as all international television distribution being handled by MGM.  www.thehobbit.com