Now The Hobbit has bombed at the Academy Awards, will our tourism slogan be 0% Middle Earth?
Destroying our brand from 100% Pure to 100% whatever Peter Jackson wants was always based on his movie franchise being popular. If the movies bombed, we bomb by association.
John Key as tourism Minister changed the tourism slogan as another one of those crony deals he likes to make. Instead of living up to our clean, green credentials he dumped the aspiration and made us 100% Middle Earth.
I suppose a semi-racist fantasy world cooked up by a stoned virgin British Professor is actually a very fitting paradigm to set NZ in.