Ever since the first The Lord of the Rings movie was released in 2001, New Zealand has been known as the 'Home of Middle-earth'. The similarities between New Zealand and Middle-earth are remarkable. Bubbling brooks intersect with gentle waterfalls; snow-capped peaks cast shadows over lush forest valleys, and ancient glaciers – frozen in time – cascade almost to the sea.
Execution of the campaign shows the illustrations that feature the characters and cultures of Middle-earth, and transform them into real New Zealand scenes and experiences, to illustrate the reality of a New Zealand holiday.
The pages of the digital book also invite viewers to take a journey though the cinematic Middle-earth via a new feature that showcases key filming regions, Middle-earth-themed holiday itineraries and exclusive content from Weta Workshop.
Visual
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Illustration
Exclusive new illustrations have been created by three talented designers at Weta Workshop and will be used across Tourism New Zealand's 100% Middle-earth, 100% Pure New Zealand campaign material that will enable the campaign to take a step further into the cinematic world of Middle-earth.
Senior Concept Designers at Weta: Paul Tobin, Nick Keller and Gus Hunter
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Translated copy
The digital book has been translated to Chinese, Japanese and German for different markets.
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