Tourism New Zealand seems super-keen to maximise the tourism opportunities that The Hobbit is offering. Chief executive Kevin Bowler says that new 100% Pure commercials, designed to sell New Zealand to the world, will be “hugely influenced by The Hobbit”.
A theme of the new marketing strategy will be “New Zealand: where fantasy meets reality”.
New advertisements will feature people enjoying what the country had to offer. Bowler says that previous images of rolling hills, lush bush and green pastures had given the impression New Zealand was beautiful, yet deserted, and visitors would struggle to find activities to occupy themselves.