Air New Zealand has commenced its second wave of Hobbit-themed marketing ahead of the release of ‘The Hobbit: The Desolation of Smaug’ later this year.
The airline’s new campaign centralises on a competition to win a holiday and tickets to the world premiere of the film in LA or a holiday to New Zealand.
All promotion will focus around the theme ‘Middle-earth is closer than you think’ and will include another Hobbit-inspired livery on one of its Boeing 77-300s.
The design will be unveiled on 2 December in Auckland before flying to LA for the premiere.
Air New Zealand’s head of global brand development Jodi Williams hopes the new campaign will help shift the perception that New Zealand is “tucked away at the bottom of the earth” and therefore too far to visit.
“For travellers from the majority of Air New Zealand’s long haul destinations, including London, Shanghai, Los Angeles, Vancouver, Hong Kong and Tokyo, Middle-earth is just a sleep away,” she said.
A video has been released to accompany the competition and features Dean O’Gorman who plays dwarf Fili and the voice of Sylvester McCoy aka Radagast the Brown. See it below.