NZ's new tourism slogan: "100% Middle Earth"

by Toby Manhire / 09 August, 2012
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?
Tourism New Zealand has unveiled a new campaign to capitalise on the release later this year of the first of three Peter Jackson Hobbit films.

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".
MostReadArticlesCollectionWidget - Most Read - Used in articles
AdvertModule - Advert - M-Rec / Halfpage

Latest

Named and shamed: What political parties' candidate lists really reveal
75039 2017-06-25 00:00:00Z Politics

Named and shamed: What political parties' candidat…

by Bevan Rapson

Tortuously compiled candidate lists give a window into each party’s soul.

Read more
With its race riots and Vietnam War, we're nothing like US half a century ago
75341 2017-06-25 00:00:00Z World

With its race riots and Vietnam War, we're nothing…

by Bill Ralston

If the Aussies hadn’t laid false claim to the title, this could be called the lucky country.

Read more
Film review: Churchill
75352 2017-06-25 00:00:00Z Movies

Film review: Churchill

by Peter Calder

A film portraying Churchill on the eve of D-Day paints him as an uncertain hero.

Read more
Book review: Men Without Women by Haruki Murakami
75423 2017-06-25 00:00:00Z Books

Book review: Men Without Women by Haruki Murakami

by Nicholas Reid

A Japanese maestro is at his best in this new short-story collection.

Read more
The incredible vanishing TV
75300 2017-06-25 00:00:00Z Technology

The incredible vanishing TV

by Peter Griffin

Televisions no fatter than four credit cards are here, but you’ll need to bulk up your card limit to buy one.

Read more
Cutting costs: The perils of buying a chainsaw
73472 2017-06-25 00:00:00Z Life in NZ

Cutting costs: The perils of buying a chainsaw

by Rebecca Hayter

Rookie lifestyler Rebecca Hayter on sawing the wood for the trees.

Read more
Hell and high water: When climate change comes lapping at your door
73401 2017-06-24 00:00:00Z Environment

Hell and high water: When climate change comes lap…

by Anke Richter

The world’s first climate change refugee now lives in a quiet Dunedin suburb. For Sigeo Alesana, life in this southern city is a long was from home.

Read more
Film review: Rosalie Blum
75175 2017-06-24 00:00:00Z Movies

Film review: Rosalie Blum

by Peter Calder

Rosalie Blum is a charming comedy of déjà vu and stalking.

Read more