Marketing Middle Earth

“Historically isolated by geography, NZers are working to reap a publicity bonanza from [Lord of the Rings], marketing their nation around the world as a destination for family tourism and ‘a second Canada’ for Hollywood productions seeking to save money on location.” From advertising NZ as “best supporting country” in The New Yorker to offering Safari of the Rings 4WD tours, NZ industries are making the most of a 3-year international focus on the country.