Tourism NZ: Take a Flight Through Middle Earth
Open the game- Brand
- Tourism NZ
- Objective
- Awareness
- Industry
- Travel
- Agency
- Custom Logic
Objective
Promote New Zealand as a travel destination in conjunction with the release of The Hobbit: The Desolation of Smaug. Tourism New Zealand sought to connect Lord of the Rings/Hobbit fans with the real filming locations across the country, turning tourism marketing into an engaging interactive game experience that would reach younger, entertainment-focused audiences.
Solution
An interactive flight game where players control a single bird that progressively reveals a map of New Zealand by flying over it. Players discover four key Hobbit filming locations and collect information cards about each area, which unlock additional birds to control. As players accumulate cards, they unlock entire flocks, revealing larger sections of the map. The experience features no time pressure, encouraging self-directed exploration with optional guidance. The end goal is finding the key to Lonely Mountain. Built as a custom digital experience by Assembly (with production by Digital Arts Network), the game was web-based and accessible online.
Results
Not published.
