Air New Zealand has announced that it will again become the official airline of ‘Middle Earth’ promoting the upcoming Hobbit movies. The two year partnership will see two Boeing 777 aircraft normally used on Los Angeles and London flights turned into giant billboards to promote the premiere of ‘The Hobbit: An Unexpected Journey’ on November 28th 2012 and for the sequel ‘The Hobbit: There and Back Again’ due out in 2013.

The Marketing and Communication Manager for Air New Zealand Mike Tod told reporters

“We are excited at the prospect of so many international visitors travelling to Wellington for the November 28th 2012 world premiere of The Hobbit: An Unexpected Journey.  New Zealand is clearly established as the home of Middle-earth and Air New Zealand will bring the magic to life for travellers.

This partnership follows on naturally from the success of Air New Zealand’s relationship with The Lord of the Rings trilogy in raising New Zealand’s profile as an international travel destination. Similarly, we will be putting millions of dollars of marketing behind the two films based on The Hobbit to promote New Zealand in new and innovative ways across the globe.”

Air New Zealand expects social media to play a big part in bringing together fans of the films and people who want to visit Middle Earth with a series of exclusive contest and fan opportunities to be announced over the coming months. The cabin crew is getting in on the action too, sporting pointed ears in homage to the films main character. Special commemorative tickets and onboard promotions are also expected.

Passengers onboard these aircraft will be treated to a special in-flight safety video, to add to the airlines already impressive collection, designed in conjuction with Peter Jackson’s Weta Workshop, the makers of the Hobbit and Lord of the Rings films.