The Book of New Zealand opened to view in Los Angeles – Tourism New Zealand’s “Book of New Zealand” has opened in Los Angeles, showcasing 100% Middle-earth, 100% Pure New Zealand to a crowd of around 200 high-profile international media and special guests.
The Book of New Zealand is an innovative walk-through, multi-media installation that spans the length of two tennis courts and brings the New Zealand visitor experience to life.
Guests and media were dazzled as The Book of New Zealand opened with a 90 second digital sequence blending the magic and fantasy of Middle-earth with the reality of the striking and diverse locations across New Zealand where the film Trilogy was made.
It also featured Oscar®-winning Kiwi filmmaker Peter Jackson, director of The Hobbit Trilogy.
The Book of New Zealand depicts four New Zealand filming locations, along with four actual film sets from the highly anticipated forthcoming motion picture The Hobbit: The Desolation of Smaug, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures, set for release worldwide beginning 13 December 2013.
The opening was a true New Zealand event with New Zealand food and wine, celebrated Maori songstress Hinewehi Mohi performing and MC Nancy Jay (from EXTV) entertaining the crowd.
Stars from The Hobbit: The Desolation of Smaug also made an appearance including Martin Freeman, Richard Armitage, Evangeline Lilly, Dean O’Gorman, Aidan Turner, Luke Evans and Sir Peter Jackson.
Tourism New Zealand’s Chief Executive Kevin Bowler says the organisation’s objective with The Book of New Zealand, is to support the international story of New Zealand as a fun, must-see tourism destination, as well as an innovative and creative nation, and a great place to make films and do business.
“People who step into the pages of the book are taken on a unique journey that combines the magic of Middle-earth and The Hobbit Trilogy with the reality of New Zealand, bringing the tourism experience of New Zealand to life,” says Kevin.
“Step into the set of Beorn’s house and be dwarfed as you climb up onto his magnificently carved chair and admire the view from out of his window onto the majestic Paradise Valley near Queenstown.
“Or you might walk the streets and cross the bridges of LakeTown set against the backdrop of LakePukaki, Mt Cook.”
The idea for a pop-up book came from the creative minds at Wybin/TBWA and was brought to life in partnership between Tourism New Zealand and 3 Foot 7 Ltd. It was designed and built by The Hobbit Trilogy production designer Dan Hennah and set decorators Ra Vincent and Simon Bright.
Scores of international media outlets are expected to visit the Book of New Zealand, generating considerable worldwide media coverage for New Zealand.
While the installation is by invitation only, fans will have a chance to browse its pages as part of a special Public Day tour set for 4 December.
Kevin says The Book of New Zealand is part of the 100% Middle-earth, 100% Pure New Zealand campaign first launched in August 2012.
“All our campaign work aims to connect the fantasy, movie landscapes of Middle-earth with the actual experiences of New Zealand and demonstrate how easy it is for people to come to New Zealand, see Middle-earth first-hand and experience all the country has to offer.
“With the Book of New Zealand, the media play a key role in communicating this message to consumers. It is this international media coverage that is our ultimate objective, supporting media to tell the story of New Zealand.