NZ’s new tourism slogan: “100% Middle Earth”

By Toby Manhire In The Internaut

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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”.

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2 Responses to “NZ’s new tourism slogan: “100% Middle Earth””

  1. Luna Aug 15 2012, 6:55am

    Your comments are 100% pure epic bollocks, Warlock. Jacko is a legend. His commitment to lifting NZ through visionary film work is Olympian. But it is a pity he has been so long distracted by Hobbits. Time for him to remake The Dam Busters.
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  2. warlockoffiretopmountain Aug 11 2012, 9:12am

    Publicly funded feudalism: SIR Peter Jackson, Knight of the Realm, takes public money to make movies about the Divine Right of Kings, whilst ensuring immense personal spoils of war and curtailing the hard fought for respect* of his serfs. Now that would make a worthwhile movie. *We all need to remember the brilliant anti-union bull**** that surrounded the ante-natal pre-birth of the hobbit, and remember that it was union activism that has given us "weekends" - something the workers in the Economic Protection Zone of Miramar don't have. Change the Wellywood sign to EPZ and set up guard towers. Perhaps we can make the next best selling book into a film too - The Bible. This guy has forgotten his roots, working as a posty in the 1980s, which allowed him the time and resources and job protection to work on his first two films.
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