New Zealand Ties Its PR Fortunes to 'The Hobbit'

We’d like to highlight a piece about the nation of New Zealand’s decision to hang all its PR/tourism hopes on Peter Jackson’s upcoming Hobbit trilogy. We can certainly understand the logic behind this BFF relationship: As our friends at AgencySpy put it last week, “when you account for tourism dollars, the LOTR trilogy basically single-handedly boosted New Zealand’s entire economy”. As the managing director of Hobbiton tours puts it, “We are a small country and that brand awareness, how do you buy that? That’s what a movie does.”