Blog 1: Campaign introduction and overview

The Rugby World Cup (RWC) is a premier rugby union competition played internationally every four years, with the inaugural tournament held in 1987, hosted by Australia and New Zealand. 20 teams from all over the world contest for the William Webb Ellis Cup, in a tournament that consists of both group and knock-out stages, with the overall winner being promoted to number one ranking in the world.

As you may or may not know, the 2011 Rugby World Cup will be held in New Zealand, starting on September 9, which is set to boost economic conditions after the horrific earthquake in February of this year. The campaigning process has been quite long and extensive, with media such as television, radio, internet, and print (newspapers, magazines) used, as well as the use of sales promotions through demonstrations and exhibits. The 2011 RWC also has many official sponsors and worldwide partners including Emirates, Mastercard, Heineken, Toshiba, Microsoft, Blackberry, ANZ, and many more.

The first promotional campaign I noticed was in early September 2010. A giant rugby ball, measuring 25 metres in length and 13 metres in height, was placed at Circular Quay in Sydney against a background of the famous Sydney Harbour Opera House. The free exhibit, which was open to the public, provided insight and inspiration through a multimedia presentation that showcased New Zealand culture, people and landscapes inside the giant ball. Outside, visitors were entertained with cultural performances by Aboriginals and Maoris.
Previously appearing in Paris, London and Japan, Tourism New Zealand CEO, Kevin Bowler, quoted "the giant rugby ball is Tourism New Zealand's biggest and most anticipated event for 2010, marking the one year countdown to the 2011 RWC."

This campaign created huge awareness and generated excitement for both locals and visitors. It provided people the opportunity to experience New Zealand and its beauty as well as a brief understanding of the game of rugby. Please see the attached photos and videos of both inside and outside the giant rugby ball.