The Weather Network travels to Middle-earth

The meteorological media co has partnered with Warner Bros. to promote the release of The Hobbit: An Unexpected Journey.
WeatherNetworkHobbit

Ever wonder what the forecast is like in Middle-earth while you’re checking the temperature for your morning commute? The Weather Network and Warner Bros. Canada have taken the guess work out of that equation, partnering for a campaign to promote the release of The Hobbit: An Unexpected Journey, which opens in theatres tomorrow.

With media by OMD, the promotion includes a page takeover of The Weather Network’s homepage that points visitors to the forecast page for Middle-earth locations like Rivendell, Misty Mountains and Bag End, as well as a trailer for the movie and a downloadable photo app.

Amanda Ploughman, CMO, The Weather Network, tells MiC the partnership is the most highly integrated one the company has done, aiming to reach both fans of the movie and site visitors who are interested in weather information.

“With this campaign we wanted to push the limits of conventional media placements and create an environment that focuses not only on the film’s characters, but highlights aspects of the fictional world that play just as much of an integral role in the film,” said Daniela Marlin, strategy supervisor, OMD, in a release. “The Weather Network was the ideal property to bring some of the primary Middle-earth locations of The Hobbit: An Unexpected Journey to life and engage fans in a wholly unique manner.”