Tourism New Zealand continues to blaze trails into buzzworthy marketing territory with an enormous life-size pop-up book featuring scenes from the latest edition of the Hobbit trilogy.
Filmed in New Zealand, the series plays heavily in the ongoing marketing for the country. From Air New Zealand's in-flight safety video to the country's tourism website, "the real Middle Earth" is a fountain of youth when it comes to travel marketing.
The pop-up book is in the center of the US filmmaking business, Hollywood, and offers a very visual engagement with the upcoming film.
The book itself includes pieces from the actual movie and will act as the backdrop for media interviews while also being open for guests to explore.
From the release:
"Guests will literally step into the giant book and take a unique journey through four of the principal filming locations for the Trilogy, combining the actuality of the book, and the magic of the movies with the reality of the Middle-earth locations.
Authentic props used for the pop-up book of New Zealand include the giant wooden armchair from Beorn's house, two-level waterside houses and a boat from Lake-town and the gigantic brooding bust of the dwarf king Thror that stood over the back entrance to Lonely Mountain."
The cast and crew was on hand to celebrate the film - and it's clever cross-marketing with the national tourism organization.
The marketing promotion, while unapologetically cute, also worked. It was able to reinforce the beauty of New Zealand as a destination while also raising excitement for the film series responsible for surging interest in travel to the country.
The national tourism organization has been challenging Tourism Australia for primacy in destination marketing. By creating these sorts of engaging, shareable experiences, they have truly linked New Zealand into the realm of fantasy - a long-term value proposition that should provide a steady stream of visitors for years to come.
This isn't just any movie; by tying the experience visitors have to a spectacular fantasy world, they give those visitors permission to dream and adventure - a solid brand promise that distinguishes the country from competitors.