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Queenstown has been transformed into Middle-earth by The Hobbit workshop illustrators for Tourism New Zealand’s latest campaign. 

The illustrations – by Wellington’s Weta Workshops design studio – are part of the 100% Middle-earth, 100% Pure NZ campaign. They show eight scenes from a Tourism NZ campaign, including two showing Queenstown landscapes, re-imagined as the mythical land of Lord of The Rings and The Hobbit. 

Studio boss Rik Athorne says: “We feel the 100% Middle-earth campaign captures the fantastical magic of NZ and hope it’ll continue to inspire people to visit and experience it for themselves.” 

The Hobbit has its premiere in Wellington next Wednesday.