The Drum Awards Festival - Extended Deadline

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By The Drum Team, Editorial

November 1, 2012 | 2 min read

Air New Zealand has launched its two year marketing programme dedicated to The Hobbit with its new safety video: ‘An Unexpected Briefing’.

Coming before the launch of the first film in the trilogy, The Hobbit: An Unexpected Journey, on 28 November, the safety video sees hobbits, dwarves and wizards given in-flight safety tips for their journey to Middle Earth by an elven air hostess.

Several cameos from people such as director Peter Jackson and author J.R.R. Tolkien's great-grandson Royd.

Mike Tod, Air New Zealand general manager of marketing and communications, said: “‘An Unexpected Briefing’ is a further reflection of the world class creative talents of New Zealanders.

“This latest safety video inspired by The Hobbit: An Unexpected Journey is another example of how New Zealand is a hotbed for creative talent. Our partners at Weta Workshop and Weta Digital, which brought Gollum to life inside the aircraft, have helped us demonstrate again that if you want to engage with audiences in a unique way, our nation has immense creative capability.

“Sir Peter Jackson and the team at Warner Bros. Pictures in the United States were fantastically supportive during production of the video. To have Gollum step off the movie screen for the first time and into an Air New Zealand aircraft is incredibly special and Sir Peter Jackson delivers a superb cameo. He should come out from behind the camera more often!”

Hidden within the video are secret Elvish codes, providing customers with the chance to win a trip for two to New Zealand, including a tour of the Hobbiton movie set, a visit to the Weta Cave in Wellington, and double passes to the red carpet global premiere of The Hobbit: An Unexpected Journey.

Air New Zealand

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