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
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
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
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
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
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.
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