Whybin/TBWA unveils larger than life Hobbit book for Tourism New Zealand
Whybin\TBWA Auckland has unveiled its latest experiential execution for client Tourism New Zealand, linked to the forthcoming premiere of the Hobbit sequel, ‘The Desolation of Smaug’.
Evangeline Lily, Martin Freeman, Peter Jackson and the book
The execution saw the cxreation of an oversized ‘Book of New Zealand’. Which showcases locations from the filming.
“Working closely with Tourism New Zealand, we've created the Book of New Zealand; the book of the film of the book, if you like which has been brought to life by Peter Jackson's production company 3 Foot 7," said Whybin\TBWA's chief creative officer, Toby Talbot.
The book includes sets from the film, acts a fully functioning media centre for official publicity activities and will double as a VIP function venue.
“Just like a pop-up book, The Book of New Zealand is a fully immersive experience and, at the length of two tennis courts, we believe it's the world's largest,” said Talbot.
Tourism New Zealand's chief executive Kevin Bowler said: “You will literally step into a giant book of New Zealand and travel through four of the principal filming locations for The Hobbit: The Desolation of Smaug."
The execution is sited at the Beverly Hills Hotel in Los Angeles.