Sometimes, when you give a little, you get a lot more.
Air New Zealand found marketing gold when it decided to align itself with the Hobbit series and returning to the theme was a safe but smart choice after the national carrier received unexpectedly negative feedback for putting bathing suit models in a safety video.
The Hobbit films have boosted tourism to New Zealand and ridership on the country's national carrier. This is a partnership that will continue long after the films leave the theatre.
One of the bigger successes of the LOTR trilogy and the new Hobbit one as well is that the New Zealand viewers fall in love with is its great outdoors rather than some closed off theme park, and this brings benefits to a much wider swath of businesses across the country.
New Zealand put major dollars behind the marketing campaign and an increase in travel-related searched for the country suggests film-related tourism will continue to grow in 2013.
New Zealand sets a realistic goal for its Hobbit-inspired ad campaign by concentrating marketing efforts on nearby Australia to boost tourism.
New Zealand owes a great deal of its modern tourism industry to the films of Peter Jackson, but how far should they really go to both fund film and hitch their wagon to Hollywood dreams?
Surely the best airline marketing campaign of 2012.
After three years of natural disasters, New Zealand is enthusiastic about the visitors the latest Tolkien adaptation will likely bring back.