So what exactly is the common denominator between Orcs, hobbits, a compassionate lion, and a testosterone-charged ape with a penchant for blondes? Simple. They've all made their home in the land of the long white cloud.

A ninth annual Webby Award winner, the homepage of NewZealand.com is a vibrant blend of heritage and enterprise, with both tourism and trade promoted in a decisive but considerate manner. Bedecked in images of raw, natural beauty and with multi-lingual functionality, the portal is easily navigable and appealing in its simplicity. Far from being superficial however, the real allure of the website lies within its sub-culture, perhaps not too dissimilar to the country it represents.

One no longer has to merely wonder what it would be like to visit such exotic and conceptually idyllic locations as New Zealand. With the advent of the Internet, marketers the world over enjoy a perfect opportunity for seducing prospective clients with an array of digital imagery and sensory indulgence that CS Lewis himself would have envied. NewZealand.com exploits its medium to the full, with an innovative and world-class travel planner, complemented by comprehensive transport and accommodation guides that together make it possible to plan an entire vacation while barely moving a muscle.

The business end of the site is a more regimented affair, with a process driven undertone that unashamedly focuses on enterprise development. The attention to detail is outstanding however, and as tight as an All Black scrum; links to MarketNewZealand.com and Investment New Zealand make the transition between external sites almost seamless. Indeed, the perceived cohesion between the different organizations is so impressive that it puts many a multinational corporation to shame.

Despite the undoubted strengths of the site, it is perhaps a little disappointing to note that the proud tradition of the native Maoris is not prevalent on the homepage and, instead, appears somewhat peripherally. Likewise, the national game of rugby also takes a bit of a back seat, although there is a very good Flash-driven haka sequence complete with words and translation that should at least give an insight into "the game they play in Heaven."

According to a "branding New Zealand" article in the September 2005 edition of bright, a trade and enterprise magazine from New Zealand, "branding countries is a new phenomenon and all countries trying it are feeling their way." Hard to believe it's either new or unknown territory: the single sight of a swastika can still evoke an emotional response, while the world's most powerful nation has yet to sign on to the Kyoto Protocol.

Perhaps more accurately, governments and stakeholders of emerging economies are now switched on to the benefits of positive marketing and are using the web to evangelize their progress.

With that in mind, New Zealand is clearly establishing itself as a prime mover with a perceived ascendant star. A neutral country with a rich cultural past and an abundance of breathtaking scenery, matched only by the warmth and humility of its people. The website perfectly complements these qualities.