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New Zealand, also known as "the Canada of Australia," is famous for a few specific things: sheep, Sauvignon Blanc and as of the last decade, The Lord of the Rings. This year, the first installment of yet another Tolkien book-turned-film, The Hobbit, hits theaters, and New Zealand isn't letting the opportunity to eke out a bit more Middle Earth-inspired tourism go to waste.
Despite its title, "100% Middle-earth," the campaign doesn't just appeal to the ComicCon crowd.
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