Rugby World Cup 2011
The IRB Rugby World Cup (RWC) is one of the largest sporting
events in the world. Held every four years, the tournament was
hosted in New Zealand in 2011.
New Zealand fulfilled its promise to be a 'stadium of four
million' for the Rugby World Cup 2011 welcoming a staggering
133,200 international rugby fans.
The Pacific Asia Travel Association (PATA) has
acknowledged Tourism New Zealand's involvment at the
2012 PATA Grand and Gold Awards, awarding the PATA Grand Award - Marketing to Tourism New
Zealand for its marketing campaign.
Tourism New Zealand's Role
Rugby World Cup 2011 (RWC 2011) offered enormous opportunity for
New Zealand's tourism industry. Tourism New Zealand focussed on
making sure rugby fans considered New Zealand not just in terms of
rugby, but also for the activities and experiences they can have
here. We wanted visitors to get the most out of their visit, to
enjoy our world-class tourism products and experiences, and to
recommend New Zealand to others.
Our focus was on generating awareness of New Zealand hosting the
tournament, helping support rugby fans to book their trip,
delivering an outstanding experience and finally, generating a
lasting legacy for tourism.
We did this by telling the story of New Zealand, by using digital
media to identify and communicate with potential visitors, and by
showing unique Manaakitanga - Kiwi hospitality to international
The Rugby Ball Venue
Rugby Ball was a unique, fully-inflatable and transportable
venue installed in iconic locations around the world to promote New
Zealand as a great place to work, live, play and do business with.
More than 70,000 people passed through the Ball, while millions
more were aware of it as a result of PR and media coverage around
Tourism New Zealand's consumer travel website featured a
dedicated area for fans, providing interactive and engaging content
on rugby tourism - www.newzealand.com/rugby.
The space included an interactive match schedule with
information about the regions where games were played and
teams hosted. It also included an area to book transport and
accommodation and provides a range of useful information including
a currency converter and sample costs of dining out and eating in.
Former All Black Tana Umaga and television personality Petra Bagust
presented a series of 'Rugby Road Trip' videos, highlighting some of
the host regions and showcasing experiences that will be on offer
in 2011. And there's information about purchasing tickets and
Working with travel sellers
The 'Rugby Zone' on our trade website was created
especially for travel sellers from around the world who are putting
together holidays based around New Zealand as host of the
Once in New Zealand, the i-SITE network delivered on the
promise that New Zealand provides the best experience a global
rugby fan can have by delivering information and booking
opportunities for tourist attractions, accommodation and
Tourism New Zealand used its international PR programme,
including proactive PR, international media hosting, and celebrity
and opinion leader endorsement, to raise New Zealand's profile as
the host and to generate awareness of the range of experiences on
offer during Tournament-time, including the REAL New Zealand
During the tournament, New Zealand hosted more than 1,000 media.
Tourism New Zealand worked with our government partners to ensure
the host broadcaster and rights holding broadcasters were supported
with updated, media-ready material (broadcast footage, photography,
information), and regional footage showing New Zealand as a popular
Our team shared rugby-related story angles with international
media and posted regular rugby stories on our international media
New Zealand's Giant Rugby Ball was a New Zealand Government
project led by Tourism New Zealand designed to maximise the
benefits to New Zealand of hosting the Rugby World...
Find out what Tourism New Zealand and the other organising
agencies are doing to prepare for the biggest sporting event in New