Published on : Wednesday, December 4, 2013
The group was comprised of broadcast media from Tourism New Zealand’s key target markets of India, China, Australia, Germany and Japan.
They were in New Zealand as part of the media build up to the 13 December, 2013, worldwide release of The Hobbit: The Desolation of Smaug, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM).
The media group was welcomed to New Zealand on Monday at an evening function at Hobbiton and became the first-ever visitors to experience “Hobbiton comes alive”.
Tourism New Zealand’s Chief Executive Kevin Bowler says the objective of support is to enhance media’s ability to tell the story of New Zealand, not only as a spectacular backdrop for filming, but as a fun, must-see tourism destination, an innovative and creative nation, and a great place to make films and do business.
“The media plays a key role in communicating this message to consumers. At last year’s premiere of The Hobbit: An Unexpected Journey, we had scores of media in town and Tourism New Zealand was able to show then the uniqueness of the New Zealand visitor experience.
“The resulting media coverage from those groups was seen by millions of people all over the world.
“This year, despite no New Zealand premiere, Warner Bros. Pictures has brought a select group of high-impact broadcast media here for some unique hands-on experiences of select filming locations and behind-the-scenes access to the movie’s crew.
“Our support of their programme is a continuation of our 100% Middle-earth, 100% Pure New Zealand campaign, first launched in August 2012, and aims to connect the fantasy, movie landscapes of Middle-earth with the actual experiences of New Zealand, demonstrating how easy it is for people to come to here, see Middle-earth and experience all the country has to offer.”
Whilst in New Zealand, the media group each visited one of four key filming locations from The Hobbit: The Desolation of Smaug that correspond to the four sets portrayed on The Book of New Zealand, Tourism New Zealand’s innovative walk-through, multi-media display that has been built in Los Angeles.
A sprawling installation that spans the length of two tennis courts, the Book of New Zealand brings 100% Middle-earth, 100% Pure New Zealand to life.
It opened at the Beverly Hilton Hotel in Beverly Hills, California, on the evening of Saturday, 30 November 2013 (NZ Sunday, 1 December).
Scores of international media outlets are expected to visit the Book of New Zealand, generating considerable worldwide media coverage for New Zealand.
“We are taking every opportunity we get to bring 100% Middle-earth, 100% Pure New Zealand to life for international media, and wow them both here in New Zealand and then again in Los Angeles,” Kevin says.
The media group departed New Zealand on Friday and flew straight to Los Angeles for the worldwide media programme around the 13 December, 2013 release of The Hobbit: The Desolation of Smaug, by Warner Bros. Pictures and, in select territories, by MGM.
Source:- Tourism New Zealand
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