How Air New Zealand Is Continuing Its Partnership With The Hobbit

By We Photo Booth You

Have you seen ‘The Most Epic Safety Video Ever Made’? We didn’t give it the moniker, Air New Zealand did.

It’s what the native airline is calling its new safety video, which stars The Lord of the Rings and The Hobbit alumni Elijah Wood, Sylvester McCoy and Dean O’Gorman, with a cameo by the director, Peter Jackson. The video also features Sir Richard Taylor, a native renowned film, prop and special effects expert.

New Zealand was host to Peter Jackson’s sprawling retelling of J.R.R. Tolkien’s world-renowned Lord of the Rings trilogy and its prequel, the Hobbit. With a total of six movies to share his vision, Jackson also shared the beauty of New Zealand with the world, inadvertently increasing tourism interest in the country.

The partnership between country and movie franchise has been a long one, with principal photography on the first Lord of the Rings movie beginning in 1999. Since then, Air New Zealand has done several things to promote the country’s connection to the film. Airplanes have been wrapped in images from the movie and renamed, several different promotional videos and safety videos have been made and a gigantic, lifelike sculpture of the character Gollum hangs in the Wellington Airport in New Zealand.

Some believe it’s been too much of a good thing, and are tired of the partnership. However, as long as the airline can continue enticing the movie’s stars to show up for their safety videos, there’s no reason to abandon the genius marketing move.

The Lord of the Rings and The Hobbit are sweeping epics, balancing the fine line between nerd culture and the mainstream.  The final instalment of The Hobbit comes out of the end of this year, creating a perfect opportunity for Air New Zealand once again to showcase their beautiful country.

Share

Featured Articles

Hybrid live event shaping the future of Sustainability & ESG

Sustainability LIVE London returns for a two-day, multi-track conference programme featuring inspirational ESG speakers, debates and discussions

Nine must-attend sustainability events for business leaders

From London to Abu Dhabi, Singapore to San Diego, these sustainability-focused events are designed to help business leaders action their ESG goals

Daniel Weise of BCG on new supply chain and procurement book

Daniel Weise, global leader of Boston Consulting Group’s procurement business line, on the timely publication of his new book, Profit From The Source

Attract and retain talent with flexible working and benefits

Human Capital

Nurturing the next generation of women leaders in Africa

Leadership & Strategy

5 Mins With: Cybersecurity expert Ariel Parnes of Mitiga

Technology