All eyes may have been on New Zealand for the world premiere of The Hobbit this week, but when it comes to tourism the Kiwis have Australia firmly in their sights. The industry is preparing for a major marketing push to coincide with the release of the highly-anticipated film and entice Australians across the ditch.

Tourism New Zealand will run its “100% Pure Middle Earth” commercials before every screening of The Hobbit: An Unexpected Adventure in every cinema in Australia for a month from when the film launches on Boxing Day. It is also launching a digital advertising campaign on January 1 with a range of holiday packages in conjunction with Air New Zealand holidays.

Photo Credit: The Hobbit film set is a popular NZ destination for tourists. Thomas Becker / Flickr.com