Trenz-2013-Leveraging-The-Hobbit.Pdf

Total Page:16

File Type:pdf, Size:1020Kb

Trenz-2013-Leveraging-The-Hobbit.Pdf The Opportunity • The world’s eyes have been on us • The Hobbit movies highlight New Zealand as: – a great place to visit – a great place to do business – a great place for film production • Take the attention and use it to our advantage We’re starting from a good base In 2004... • 87% of visitors were aware The Lord of The • Rings trilogy was made in New Zealand. • 6% cite The Lord of the Rings as being one of the main reasons for visiting • 1% cite the Lord of the Rings as their main or only reason for visiting equating to $33m in spend MIDDLE-EARTH IS NEW ZEALAND Paid Earned TV & IMP CINEMA Partnerships Opinion Leaders Content distribution Print Display Idea Premiere Media Programme newzealand.com Owned Social Assets: Pre-premiere IMP Key media hosted through IMP in the lead up to the premiere produced strong results including: Lonely Planet, The Daily Telegraph, The Telegraph Online and Mezamashi Doyoubi The premiere programme The media: - 40+ broadcast media – including NBC, TF1, Prosebien, CTV, T4, Channel 7, 9, 10 - 30+ print and online – NZ and AU - 100s of millions - estimate reach hundreds of viewers worldwide - NZ$24.7million AVE Germany – Pro7 Hobbit Special (45min) Audience: 1,190,000 AVE: NZ$6,236,527 USA - NBC TODAY Show & Rock Center Canada - etalk on CTV Audience: avg 4.5 million Audience: 610,900 AVE: NZ$4.3 million (total for 6 AVE: NZ$473,330 segments) Hobbiton event - Over 80 International and NZ media attended - Guided tour of the Hobbiton movie set - Cast interviews with dwarves – global exclusive - Press conference with TNZ, Film NZ, Hobbiton staff and Royd Tolkien - Official opening of the Green Dragon - VIP function with Air New Zealand Wine Award Trophy Wines and Martin Bosley created canapés newzealand.com Middle-earth content • Suggested touring routes and itineraries • Middle-earth themed map, film concept art and fantasy/reality illustrations • Premiere coverage and cast quotes about NZ • High engagement with 13 pages viewed per visit • Over 100k visits to interactive feature since launch in mid-November 2012 • Peak traffic in mid-December (film’s public release) Activations Social media Continued media interest • UK- 3 results- worth an EAV of $146,000 • China- 5 results- worth an EAV of $877,000 • Germany- 6 results- worth an EAV of $$284,000 DVD Release • Promotion of the DVD featurette, highlighting an exclusive behind the scenes journey through New Zealand with the cast of The Hobbit: An Unexpected Journey on newzealand.com and social • Supported with location content on newzealand.com • Results after four weeks: • 120,000 Facebook likes • 60,000 YouTube views The Hobbit – The BIG results Steady increase in awareness Awareness of The Hobbit movies Wellington premier All Active Considerers of The Hobbit 100% 90% 100% Middle-Earth 84% campaign 81% 80% Hype starts building in the media for The Hobbit 70% 64% 64% 60% 58% 60% 57% % Active Considerers % Active 54% 54% 51% 50% 50% 49% 50% 40% Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Source: TNS Active Considerer Monitor Question: Are you aware of the upcoming The Hobbit Trilogy movies, based on the novel ‘The Hobbit’ by J. R. R. Tolkien? Record website traffic for 2012-13 • In the 12 months to end of March 2013, newzealand.com saw 12.1m visits (+19% on the year prior) • Organic search traffic for the “ Hobbit heavy” period October-March grew 23% on the year prior Visits to newzealand.com, 2012-13 Preference for a New Zealand holiday has lifted across a number of key tourism markets Hobbit Wellington Australia China Hobbit Germany Premiere Wellington 59% Hobbit Premiere 56% Wellington 51% 51% 51% 50% Premiere 79% 78% 78% 48% 48% 77% 76% 76% 47% 46% 46% 75% 73% 74% 74% 74% 74% 44% 53% 54% 52% 52% 52% 53% 51% 51% 51% 50% 49% 49% UK USA Hobbit Japan Hobbit Hobbit Wellington Wellington Wellington Premiere Premiere Premiere 58% 61% 61% 56% 52% 52% 51% 52% 52% 52% 58% 58% 56% 56% 49% 49% 49% 45% 56% 56% 46% 54% 44% 44% 51% 43% 50% 41% 41% 48% 40% Q1 FY12 Q2 FY12 Q3 FY12 Q4 FY12 Q1 FY13 Q2 FY13 Q3 FY13 Source: Active Consider Monitor, Three month rolling average (3MRA) International arrivals increased across summer Monthly Total International Arrivals (Growth on 2012) +13% +9% -2% January February March Source: Stats New Zealand, International Visitor Arrivals, *Provisional results shown for March. Note: Easter occurred in Market in 2013 .
Recommended publications
  • The Comforts: the Image of Home in <I>The Hobbit</I>
    Volume 14 Number 1 Article 6 Fall 10-15-1987 All the Comforts: The Image of Home in The Hobbit & The Lord of the Rings Wayne G. Hammond Follow this and additional works at: https://dc.swosu.edu/mythlore Part of the Children's and Young Adult Literature Commons Recommended Citation Hammond, Wayne G. (1987) "All the Comforts: The Image of Home in The Hobbit & The Lord of the Rings," Mythlore: A Journal of J.R.R. Tolkien, C.S. Lewis, Charles Williams, and Mythopoeic Literature: Vol. 14 : No. 1 , Article 6. Available at: https://dc.swosu.edu/mythlore/vol14/iss1/6 This Article is brought to you for free and open access by the Mythopoeic Society at SWOSU Digital Commons. It has been accepted for inclusion in Mythlore: A Journal of J.R.R. Tolkien, C.S. Lewis, Charles Williams, and Mythopoeic Literature by an authorized editor of SWOSU Digital Commons. An ADA compliant document is available upon request. For more information, please contact [email protected]. To join the Mythopoeic Society go to: http://www.mythsoc.org/join.htm Mythcon 51: A VIRTUAL “HALFLING” MYTHCON July 31 - August 1, 2021 (Saturday and Sunday) http://www.mythsoc.org/mythcon/mythcon-51.htm Mythcon 52: The Mythic, the Fantastic, and the Alien Albuquerque, New Mexico; July 29 - August 1, 2022 http://www.mythsoc.org/mythcon/mythcon-52.htm Abstract Examines the importance of home, especially the Shire, as metaphor in The Hobbit and The Lord of the Rings. Relates it to the importance of change vs. permanence as a recurring theme in both works.
    [Show full text]
  • Tolkien's Creative Technique: <I>Beowulf</I> and <I>The Hobbit</I>
    Volume 15 Number 3 Article 1 Spring 3-15-1989 Tolkien's Creative Technique: Beowulf and The Hobbit Bonniejean Christensen Follow this and additional works at: https://dc.swosu.edu/mythlore Part of the Children's and Young Adult Literature Commons Recommended Citation Christensen, Bonniejean (1989) "Tolkien's Creative Technique: Beowulf and The Hobbit," Mythlore: A Journal of J.R.R. Tolkien, C.S. Lewis, Charles Williams, and Mythopoeic Literature: Vol. 15 : No. 3 , Article 1. Available at: https://dc.swosu.edu/mythlore/vol15/iss3/1 This Article is brought to you for free and open access by the Mythopoeic Society at SWOSU Digital Commons. It has been accepted for inclusion in Mythlore: A Journal of J.R.R. Tolkien, C.S. Lewis, Charles Williams, and Mythopoeic Literature by an authorized editor of SWOSU Digital Commons. An ADA compliant document is available upon request. For more information, please contact [email protected]. To join the Mythopoeic Society go to: http://www.mythsoc.org/join.htm Mythcon 51: A VIRTUAL “HALFLING” MYTHCON July 31 - August 1, 2021 (Saturday and Sunday) http://www.mythsoc.org/mythcon/mythcon-51.htm Mythcon 52: The Mythic, the Fantastic, and the Alien Albuquerque, New Mexico; July 29 - August 1, 2022 http://www.mythsoc.org/mythcon/mythcon-52.htm Abstract Asserts that “The Hobbit, differing greatly in tone, is nonetheless a retelling of the incidents that comprise the plot and the digressions in both parts of Beowulf.” However, his retelling is from a Christian point of view. Additional Keywords Beowulf—Influence on The Hobbit; olkien,T J.R.R.
    [Show full text]
  • Character Biography Radagast the Brown
    Character Biography: Radagast the Brown 1 ____ Character Biography Radagast the Brown By Oshun ___ Radagast the Brown is one of the Istari (Wizards) who were sent from Aman to assist the peoples of Middle-earth in their struggle against Sauron. His Quenya name is Aiwendil, which means 'lover of birds.' Unfinished Tales contains a section entitled The Istari,which is an excellent source for Tolkien's conceptions of these emissaries from the land of the gods and their roles in the continuing struggle against darkness in Middle-earth. (We will explore this resource in more detail below.) Before we saw Radagast with bird droppings in his hair and driving a sled pulled by giant bunnies in Peter Jackson's film-stylings of The Hobbit, the majority of readers were probably all but unaware of this blink-and-one-misses-him character. I knew him, of course, and cringed—appalled, offended, and grudgingly entertained—every time he appeared on the screen. (I realize some viewers actually like Radagast in the film, but I'd like to reserve that discussion for another time and another venue.) There are, more importantly, some fascinating threads to chase about Radagast in the published texts. Radagast is identified in the novels, but not developed or exploited fully: In The Hobbit, Gandalf actually leans on Radagast's (local) reputation to get himself, and his dwarvish and hobbit charges, accepted by Beorn. In The Lord of the Rings, Radagast plays a key, intermediary role in communications between Gandalf and Saruman. Yet Radagast disappears from The Lord of the Rings after the Council of Elrond.
    [Show full text]
  • Put a T·I•Tg Around Rotorua Cas
    Put a t·i•tg around Rotorua cas 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.
    [Show full text]
  • Tolkien's Unnamed Deity Orchestrating the Lord of the Rings Lisa Hillis This Research Is a Product of the Graduate Program in English at Eastern Illinois University
    Eastern Illinois University The Keep Masters Theses Student Theses & Publications 1992 Tolkien's Unnamed Deity Orchestrating the Lord of the Rings Lisa Hillis This research is a product of the graduate program in English at Eastern Illinois University. Find out more about the program. Recommended Citation Hillis, Lisa, "Tolkien's Unnamed Deity Orchestrating the Lord of the Rings" (1992). Masters Theses. 2182. https://thekeep.eiu.edu/theses/2182 This is brought to you for free and open access by the Student Theses & Publications at The Keep. It has been accepted for inclusion in Masters Theses by an authorized administrator of The Keep. For more information, please contact [email protected]. THESIS REPRODUCTION CERTIFICATE TO: Graduate Degree Candidates who have written formal theses. SUBJECT: Permission to reproduce theses. The University Library is receiving a number of requests from other institutions asking permission to reproduce dissertations for i,\1.clusion in their library holdings. Although no copyright laws are involved, we feel that professional courtesy demands that permission be obtained from the author before we allow theses to be copied. Please sign one of the following statements: Booth Library of Eastern Illinois University has my permission to lend my thesis to a reputable college or university for the purpose of copying it for iqclusion in that institution's library or research holdings. Date I respectfully request Booth Library of Ef\i.stern Illinois University not allow my thes~s be reproduced because --------------- Date Author m Tolkien's Unnamed Deity Orchestrating the Lord of the Rings (TITLE) BY Lisa Hillis THESIS SUBMITIED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DECREE OF Master .of Arts 11': THE GRADUATE SCHOOL.
    [Show full text]
  • Hobbiton Development Concept Plan, 487, 501 and 502 Buckland Road, Matamata
    Rings Scenic Tours Limited Proposed Plan Change to the Operative Matamata-Piako District Plan Proposed Plan Change 50: Hobbiton Development Concept Plan, 487, 501 and 502 Buckland Road, Matamata Section 32 Evaluation Report January 2018 Authorship: This report has been produced for the Rings Scenic Tours Limited by: Consultants Contact Details Bloxam Burnett & Olliver PO Box 9041, Hamilton Attn: Steve Bigwood Telephone: 07 838 0144 Facsimile: 07 839 0431 Date: January 2018 Reference: 144150 Quality Assurance Statement Client: Russell Alexander, CEO Prepared by: Stephen Gascoigne, Andrew McFarlane, Steve Bigwood Reviewed by: Steve Bigwood, John Olliver Approved for issue by: John Olliver Revision Schedule Rev. Date Description Prepared by Reviewed by Approved by No 1 August 2016 Draft for Gascoigne/ Olliver/ Bigwood Olliver Stakeholder McFarlane/ Consultation Bigwood 2 July 2017 Draft for MPDC Gascoigne/ Olliver/ Bigwood Olliver Review McFarlane/ Bigwood 3 September Draft for MPDC Gascoigne/ Olliver/ Bigwood Olliver 2017 Review McFarlane/ Bigwood 4 January 2018 Final Bigwood Olliver Olliver CONTENTS Executive Summary 1. Introduction .................................................................................................................................... 6 2. Section 32 Evaluation .................................................................................................................... 11 3. Existing District Plan Provisions ...................................................................................................
    [Show full text]
  • Waitomo Glowworm Caves
    Read our outstanding reviews Go to www.tripadvisor.com and search Auckland Scenic Tours Important Tour information • All tours include a free pick-up and drop-off from downtown Auckland city hotels • Tours depart daily at 6:30am • Minimum of two adults per booking is required • Local New Zealand-born driver/guide • Tours in English only WAITOMO • Includes entry fees to Hobbiton and Waitomo Glowworm Caves • Includes a specially brewed beverage at the Green Dragon Inn GLOWWORM CAVES • Children must be accompanied by an adult • Tours run in all weather conditions so please wear appropriate clothing 5 star luxury | Full day tours from Auckland Local guide | Small group | 7 days a week A minimum of 24 hours notice is required to secure your booking Free pick-up & drop-off | Entry fees included Hobbiton Movie Set Hobbiton Waitomo Glowworm Caves Waitomo boat ride www.aucklandscenictours.co.nz www.aucklandscenictours.co.nz LORD OF LORD OF HOBBITON THE RINGS HOBBITON THE RINGS FULL DAY TOUR 6:30am-2pm (approx) GLOWWORM + WAITOMO CAVES Adult $225 (Minimum of 2 adults per booking) FULL DAY TOUR 6:30am-5pm (approx) Child $165 (10-14 years) Adult $330 (Minimum of 2 adults per booking) Child $175 (10-14 years) Enjoy the most informative trip of a lifetime as This full-day tour is the best and most inexpensive you explore the Hobbiton Movie Set with a very way to see two of New Zealand’s most famous knowledgeable tour guide. See how this beautiful attractions in one day – The Lord of the Rings piece of farmland has been transformed into the (Hobbiton Movie Set) and the Waitomo Glowworm Shire from Middle Earth.
    [Show full text]
  • Saruman of Many Colors
    University of Iceland School of Humanities Departement of English Saruman of Many Colors A Hero of Liberal Pragmatism B.A. Essay Elfar Andri Aðalsteinsson Kt.: 1508922369 Supervisor: Matthew Whelpton May 2017 ABSTRACT This essay explores the role of the wizard Saruman the White in The Lord of the Rings by J. R. R. Tolkien, and challenges the common conception that Saruman is a villain, instead arguing that Saruman is a hero espousing the values of liberal pragmatism. The policy goals and implicit values of Saruman are contested with his peer and ultimately opponent, Gandalf the Grey, later the White. Both wizards attempt to defeat Sauron but, where Saruman considers new methods, such as recruting the orcs, Gandalf is stuck in old methods and prejudices, as he is unwilling look for new races to recruit. Both wizards construct alliances to accomplish their goals but the racial composition of these alliances can be used to see the wizards in a new light. While Gandalf offers a conventional alliance of “the free” races of Middle Earth (Elves Dwarves, Men. Hobbits and Ents), Saruman can be seen as uniting the marginalised and down-trodden people and races, under a common banner with a common goal. In particular, Saruman brings enemies together into a strong functioning whole, showing that orcs and men can work and prosper together. Gandalf’s blinkered conservatism and Saruman’s pragmatic embrace of diversity are reflected symbolically in the symbolism of white and the rainbow of many colors. After examining all these points it becomes clear that Saruman the White is not the villain that he is assumed to be by Gandalf the Grey, later the White, and his followers in Middle Earth.
    [Show full text]
  • 13 Reflections on Tolkien's Use of Beowulf
    13 Reflections on Tolkien’s Use of Beowulf Arne Zettersten University of Copenhagen Beowulf, the famous Anglo-Saxon heroic poem, and The Lord of the Rings by J.R.R. Tolkien, “The Author of the Century”, 1 have been thor- oughly analysed and compared by a variety of scholars.2 It seems most appropriate to discuss similar aspects of The Lord of the Rings in a Festschrift presented to Nils-Lennart Johannesson with a view to his own commentaries on the language of Tolkien’s fiction. The immediate pur- pose of this article is not to present a problem-solving essay but instead to explain how close I was to Tolkien’s own research and his activities in Oxford during the last thirteen years of his life. As the article unfolds, we realise more and more that Beowulf meant a great deal to Tolkien, cul- minating in Christopher Tolkien’s unexpected edition of the translation of Beowulf, completed by J.R.R. Tolkien as early as 1926. Beowulf has always been respected in its position as the oldest Germanic heroic poem.3 I myself accept the conclusion that the poem came into existence around 720–730 A.D. in spite of the fact that there is still considerable debate over the dating. The only preserved copy (British Library MS. Cotton Vitellius A.15) was most probably com- pleted at the beginning of the eleventh century. 1 See Shippey, J.R.R. Tolkien: Author of the Century, 2000. 2 See Shippey, T.A., The Road to Middle-earth, 1982, Pearce, Joseph, Tolkien.
    [Show full text]
  • Middle Earth: Hobbit & Lord of the Rings Tour
    MIDDLE EARTH: HOBBIT & LORD OF THE RINGS TOUR 16 DAY MIDDLE EARTH: HOBBIT & LORD OF THE RINGS TOUR YOUR LOGO PRICE ON 16 DAYS MIDDLE EARTH: HOBBIT & LORD OF THE RINGS TOUR REQUEST Day 1 ARRIVE AUCKLAND Day 5 OHAKUNE / WELLINGTON Welcome to New Zealand! We are met on arrival at Auckland This morning we drive to the Mangawhero Falls and the river bed where International Airport before being transferred to our hotel. Tonight, a Smeagol chased and caught a fish, before heading south again across the welcome dinner is served at the hotel. Central Plateau and through the Manawatu Gorge to arrive at the garden of Fernside, the location of Lothlorién in Featherston. Continue south Day 2 AUCKLAND / WAITOMO CAVES / HOBBITON / ROTORUA before arriving into New Zealand’s capital city Wellington, home to many We depart Auckland and travel south crossing the Bombay Hills through the of the LOTR actors and crew during production. dairy rich Waikato countryside to the famous Waitomo Caves. Here we take a guided tour through the amazing limestone caves and into the magical Day 6 WELLINGTON Glowworm Grotto – lit by millions of glow-worms. From Waitomo we travel In central Wellington we walk to the summit of Mt Victoria (Outer Shire) to Matamata to experience the real Middle-Earth with a visit to the Hobbiton and visit the Embassy Theatre – home to the Australasian premieres of Movie Set. During the tour, our guides escorts us through the ten-acre site ‘The Fellowship of the Ring’ and ‘The Two Towers’ and world premiere recounting fascinating details of how the Hobbiton set was created.
    [Show full text]
  • New Zealand Top 5 Things to Do in 2017
    New Zealand Top 5 Things to Do in 2017 How did we select a New Zealand Top 5 Things to Do in 2017? There is so much to see and do in this amazing country, that it's almost impossible to pick a New Zealand Top 5. We said almost! So we've looked at what's "hot" and "what's not", listened to our visitor's reviews, and based on their recommendations (and our own personal experiences), we've arrived at the: New Zealand Top 5 things to do in 2017 1. Enjoy a traditional Maori hangi and exciting cultural performance, at Tamaki Maori Village, Rotorua. 2. Walk on the glacier on the Franz Josef Glacier small group ice walk. 3. Visit the Lord of the Rings Hobbiton movie set. 4. See the "Eighth Wonder of the World", Milford Sound, on a day tour and cruise from Queenstown. 5. Experience pristine wilderness on the Doubtful Sound wilderness cruise from Te Anau. 1) Maori hangi dinner and cultural performance The Maori people were the first to settle in Aotearoa (the Land of the Long White Cloud), and their story is a fascinating one. This amazing tour takes you just out of Rotorua to Tamaki Maori Village, a recreation of an ancient Maori settlement, set deep in native forest. This tour gives you a feel for what it was like for the indigenous owners of the land, and through a combination of song and dance, architecture, story, and food, you gain an appreciation for Maori society. The powhiri (ceremony of welcome) ushers you into the village, from where you can immerse yourself in the way of life experienced many years ago.
    [Show full text]
  • The Hobbit and Tolkien's Mythology Ed. Bradford Lee Eden
    Volume 37 Number 1 Article 23 10-15-2018 The Hobbit and Tolkien's Mythology Ed. Bradford Lee Eden David L. Emerson Independent Scholar Follow this and additional works at: https://dc.swosu.edu/mythlore Part of the Children's and Young Adult Literature Commons Recommended Citation Emerson, David L. (2018) "The Hobbit and Tolkien's Mythology Ed. Bradford Lee Eden," Mythlore: A Journal of J.R.R. Tolkien, C.S. Lewis, Charles Williams, and Mythopoeic Literature: Vol. 37 : No. 1 , Article 23. Available at: https://dc.swosu.edu/mythlore/vol37/iss1/23 This Book Reviews is brought to you for free and open access by the Mythopoeic Society at SWOSU Digital Commons. It has been accepted for inclusion in Mythlore: A Journal of J.R.R. Tolkien, C.S. Lewis, Charles Williams, and Mythopoeic Literature by an authorized editor of SWOSU Digital Commons. An ADA compliant document is available upon request. For more information, please contact [email protected]. To join the Mythopoeic Society go to: http://www.mythsoc.org/join.htm Mythcon 51: A VIRTUAL “HALFLING” MYTHCON July 31 - August 1, 2021 (Saturday and Sunday) http://www.mythsoc.org/mythcon/mythcon-51.htm Mythcon 52: The Mythic, the Fantastic, and the Alien Albuquerque, New Mexico; July 29 - August 1, 2022 http://www.mythsoc.org/mythcon/mythcon-52.htm Additional Keywords Hobbit; Lord of the Rings This book reviews is available in Mythlore: A Journal of J.R.R. Tolkien, C.S. Lewis, Charles Williams, and Mythopoeic Literature: https://dc.swosu.edu/mythlore/vol37/iss1/23 Reviews moves on to the other element of his cross-disciplinary equation and provides a short history of modern fantasy and theories about the genre; much of this will already be familiar to most readers of Mythlore, at least.
    [Show full text]