Air NZ teams up with Hobbit movies

Air New Zealand has signed a global partnership with the studios behind expected box office blockbuster franchise The Hobbit.

hobbit

As part of the two-year partnership, passengers to and from the UK and North America will be able to fly on two film-branded Boeing 777 aircraft and take part in a wide range of upcoming promotions and experiences. This includes a specially adapted in-flight safety video using film imagery.

The airline promises that it will put “millions of dollars” of marketing behind the films to promote New Zealand as a destination and that social media will play a large part in activity.

Based on the book by Lord of the Rings author JRR Tolkien, the The Hobbit is being adapted as two separate films, The Hobbit: An Unexpected Journey and The Hobbit: There and Back Again, by New Line Cinema and Metro-Goldwyn-Mayer.

New Zealand provided the location for the Lord of the Rings film trilogy and the country’s tourism industry had benefited from the association. The airline partnered with the trilogy, the last film of which was released in 2003.

The first Hobbit movie premieres in late November this year.

Air New Zealand general manager marketing and communications, Mike Tod, says: “This partnership follows on naturally from the success of Air New Zealand’s relationship with The Lord of the Rings trilogy in raising New Zealand’s profile as an international travel destination.
 
“Similarly, we will be putting millions of dollars of marketing behind the two films based on The Hobbit to promote New Zealand in new and innovative ways across the globe.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here