Continuing its unbreakable Samwise-like commitment to the One Tourism Campaign To Rule Them All initiative, Wellington will rename itself The Middle Of Middle Earth to coincide with the world premiere of the first film in Peter Jackson’s Hobbit Trilogy, it has been announced.

The name change – to be recognised for three weeks in November on postmarks and in the masthead of the city’s main newspaper – will compliment the Air New Zealand roll out of Hobbit-branded Boeing 777’s and Hobbit themed in-flight safety videos as well as Tourism New Zealand’s 100% nature porn 100% Middle-Earth 100% Pure New Zealand campaign which likens the natural beauty of New Zealand to that of Middle Earth, which, again, is just a much better thing to be known for than sheep jokes, rugby and the location of Kim Dotcom’s internet dungeon.

The Hobbit: An Unexpected Journey is slated for release December 14th.