27 Jul 2013

Middle Earth now stronger brand than All Blacks

5:55 am on 27 July 2013

The location manager for the Hobbit trilogy says New Zealand's identity as Middle Earth is now a stronger international brand than the All Blacks.

The last day of filming for the three Hobbit movies was completed on Friday - 14 years after New Zealand became the location for Middle Earth in The Lord of The Rings trilogy.

Location manager Jared Connon said the movies have instilled a sense of national pride and identity in New Zealanders.

He said the Matamata farm that became Hobbiton is the spiritual home of the series.