The challenge: Leverage the Hobbit LA film premiere to generate international awareness of New Zealand as the home of 'Middle-earth'
The solution: The Book of New Zealand.
We couldn't bring LA to New Zealand so we created a little of New Zealand within LA. Our idea was to make the book of the film while integrating with the wider 100% Middle-earth campaign and continuing the theme of the magic of storytelling.
What we did: provided the inspiration for a giant media press stage in the form of a pop up book which showcased the real New Zealand landscape which in turn inspired the locations in The Hobbit film - The Desolation of Smaug.
These scenes, artistry and imagery also fed back into the 100% Middle earth global guidelines and campaign. Media, industry and celebrity invitations (giant and mobile bookmarks) were sent out. Guests arrived at the premiere and had their chance to explore the stage.
The results:
- 7 Million social media impressions in the first week
- $12.5 Million worth of earned media in China our key market
- Over 69 Million media impressions across Europe and America
- Peter Jackson and cast interviewed on our 'Book of New Zealand' stage at the premiere
Early concepts transitioning the storytelling fantasy into popup book stage reality
The Book of New Zealand Stage Set
The LA Premiere and Book of New Zealand Press Conference
