NZ's new tourism slogan: "100% Middle Earth"by Toby Manhire
Peter Jackson's films will be "leveraged" to attract visitors - but how would John Key cope with a challenge on the 100% Middle Earth line?
Launching proper in August, the new advertisement will amount to "the latest evolution of the 100% Pure New Zealand campaign", says the tourism group's boss in a press release.It will "draw together the themes '100% Pure' and '100% Middle Earth'".
You read that right: "100% Middle Earth". (Or, strictly, Tolkienistas, it should be "Middle-earth", as they have it in their release headline.)
This one will be a doddle for the prime minister should he again come up against a prickly foreign interviewer in the mould of Stephen Sackur.
If he's asked, "Is New Zealand really one hundred per cent Middle Earth?" expect an answer along these lines: "Anybody who goes down to New Zealand and looks at our Tolkien credentials, and looks at New Zealand, then I think for the most part, in comparison with the rest of the world, we are 100% Middle Earth."
Oh, and from the same release, the announcement of "a creative theme for all activity". This: "Fantasy is Reality".
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