Middle Earth Mania

The country’s national tourism slogan “100% Pure New Zealand” has become “100% Middle-earth”, and in the days leading up to the premiere of Peter Jackson’s The Hobbit: An Unexpected Journey, Wellington will be “renamed”, mayor Celia Wade-Brown has announced, as “Middle of Middle-earth”. The campaign, it is hoped, will be a shot in the arm for an industry that has seen growth in visitor numbers stall in recent years. “The Tolkien transformation has been absolutely extraordinary for our capital,” Wade-Brown says. “There will be short-term gains for the city, in tourism especially, but the big Wellington story is really one of technology and talent.”


Tags: 100% Pure  Celia Wade-Brown  Guardian (The)  Hobbit (The)  Middle Earth  Peter Jackson  Wellington  

Behind the Blissed-Out Comeback of Lorde

Behind the Blissed-Out Comeback of Lorde

With this year’s release of her third studio album, Solar Power, pop star Lorde, 24, lights up the cover of the October issue of US Vogue, in nothing but a Schiaparelli breastplate. Grammy…