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".
A decade on from the revolution of 2007, the pace and rate of change are exceeding our capacity to adapt to new technologies.Read more
Animals kept in close proximity, like battery chickens, are at risk of infectious disease outbreaks that require antibiotic use.Read more
Famous for his work splitting the atom, Ernest Rutherford also distinguished himself in secret anti-submarine research that helped the Allies win WWI.Read more