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By Julie Taylor ju/[email protected] New Zealand's tourism industry is gearing up to capitalise on the interest Middle-earth mania pure gold for NZ tourism generated by The Hobbit films and Rotorua is well positioned to benefit from the Lord ofthe Rings forerunner. New Zealand's 100% Pure campaign will Delegates at Trenz tourism expo last soon haveanewtwist, with Tourism New week got a preview of a new Tourism Zealand's 100% Middle-earth promotion. New Zealand campaign to create visitor Aimed at promoting New Zealand as interest in travel to New Zealand a visitor destination through its around the release of The Hobbit: An association with the two The Hobblt Unexpect€d Journey and TM Hobbit: films, the campaign is focused on There and Back Again will be released showing how people can experience the on December 14 this year and December places seen in the film for themselves. 13, 2013, respectively. Tourism New Zealand chief executive Destination Rotorua Marketing gen­ Kevin Bowler said the films would, once eral manager Oscar Nathan said the again, put the country's spectacular industry was very landscapes In front of movie lovers positive about the around the world. opportunities "Many movie goers would probably around The Hobbit and bis organisation was working with "We aim to show the likes of Matamata's potential travellers Hobbiton Movie Set and Farm Tours to that the fantasy of ensure Rotorua can be a part of thal Middle-earth is, In He pointed to the incredible interest Oscar Nllthan fact, the reality of generated by the Lord of the Rings trilogy and the New Zealand." "afterglow" that was continuing 12 Kevin Bowler, Tcuism NZ years later.

consider the landscapes of Middle-earth "We should do well by to be a fantasy, only made possible . ,, thanks to the talents of film makers. Not association. so. Oscar Nathan, Destination Rotorua "Through our marketing work,we aim to show potential travellers that the fantasy of Middle-earth is, in fact, the "We should really be quite clever reality of New Zealand-and there is a around how we leverage off that and whole wor1d of experiences to be had support it. and people to meet within the movie­ "Hobbiton Tours are in Rotorua scene style landscapes." every day and have a great product, so Working with Warner Brothers we should do well by association." Pictures, New Une Cinema. MGM and Hobbiton general manager Russell Wingnut Films, Tourism New Zealand REAL DEAL: Matamata's Hobblton Movie Set. pictured, may have been created for the movies, but there is a focus on letting potential visitors know the scenery in The Hobbiffilms Alexander said Rotorua was also the will translate scenes and events from the is very reaL PftCm)/SUPPUD) closest location of plentiful accommo­ movies into actual experiences. dation to the Matamata attraction, "We will show how easy it is to come One Rotorua businesswoman has homestay network and she told The Zealand experience and stay closer to "Home stays are already worlOne Ring fan club, which While only 20 per cent of these visitors films. Zealand would be looking to build on Zealand through the original trilogy and to promote the destination and vice is planning to bring in two 787s of people actually visited the Hobbiton set, he said "That movie came out in the late that interest \vith The Hobbit. Tourism New Zealand was looking to versa around the premiere in December. the attraction had created diversity for 1960s and there is still a huge following. "The International Visitor Survey build on that with The Hobbit to show "If you get the movie right and can "Rotorua will benefit because these the town and generated income through And they have no sets, people just get to shows 85 per cent of visitors are aware people the activities they can do within put the destinational message around it, people will need somewhere to stay and retail and hospitality wht1n people pass visit locations." Lord of the Rings was filmed here and those landscapes. we will see and increase in visitation Matamata is a semi-rural town." through. Tourism New Zealand brand and the films were part of the reason for "We will add in the amazing experi- from around the world."