Hobbits And Other MiddleEarthlings

Hobbits, wizards and other Middle Earthlings are becoming an ever greater part of New Zealand’s tourism push. The Kiwi government footed $99 million of “The Hobbit” film’s $270 million production price tag, and chipped in an additional $10 million to its marketing coffer, all to make sure executive producer Peter Jackson kept the project in New Zealand despite union disputes.  Also, as part of the deal, tourism ads for the country will accompany the film in theaters and on DVD.  The country’s newest tourism ads themselves are centered around the tagline “100% Middle Earth, 100% Pure New Zealand,” and in fact, a reported 15% of Tourism New Zealand’s marketing budget has been allotted to attracting fans of the films to visit production locations.

In addition  to the giant 3-D Gollum replica created by the film’s actual production designers which occupies the Wellington airport, as well as enormous decals on the sides of its planes, part of that push comes in the form of goofy Middle Earth-themed safety videos from Air New Zealand.  Goofy this one is for sure, but also very well done in the entertainment department.  Air New Zealand partnered with WETA Workshop on a brand new Hobbit inspired Safety Video.  It features cameo appearances including Sir Peter Jackson.  I’ve been on a lot of international flights myself, and I can first hand attest to how boring seeing a pre-takeoff safety video can be.  Jolly good improvement here, if you ask me.  Wheels up!

Source: AirNewZealand.Com

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