New Zealand Post is issuing official legal tender commemorative coins celebrating the trilogy of films based on The Hobbit. Bilbo Baggins will appear on the $10 gold coin, and in a set of six $1 silver coins along with Gandalf, Thorin Oakenshield, Gollum, Radagast and Elrond. The rim of each of these coins is inscribed in both English and Dwarvish with the words ‘Middle-earth – New Zealand’

There also an ambitious US$900,000 plan to mark the first Hobbit movie’s premiere in Wellington, NZ as part of the country’s larger tourism campaign to rebrand the country under the tagline “100% Middle-earth.”

Every DVD and download of “The Hobbit: An Unexpected Journey” will feature a Jackson-directed video promoting New Zealand as a tourist and filmmaking destination.

From the release of the first Lord of the Rings movie until 2006, New Zealand tourism increased 40%. They’re determined to capitalize on a similar opportunity with The Hobbit trilogy.

[Thanks to Andrew Porter for the story.]