In November, the giant Rugby Ball will be installed in London to coincide with the All Blacks Rugby Tour and a brand new tourism campaign in the UK - giving New Zealand a huge boost in profile.

Announced on 4 July 2008 by Prime Minister Helen Clark, the Rugby Ball Venue will make its second public appearance on Potters Fields Park near London’s Tower Bridge from November 25 to December 2 2008, coinciding with the All Blacks Grand Slam Tour and match against England on November 29.

The Ball will also be in London at a crucial time for Tourism New Zealand as it will coincide with the launch of a major tactical campaign in the UK .

The International Rugby Board will also use the Ball as the venue for the Rugby World Cup 2011 Pool Allocation Draw on December 1.

The Ball was built as a cross-Government, New Zealand Inc project to promote New Zealand . The Ball’ s ability to attract attention to New Zealand in the run-up to New Zealand’s hosting of the Rugby World Cup in 2011 was proven in Paris during the final stages of Rugby World Cup 2007. Almost 138 million people were exposed to coverage of the Ball, or saw it in person during its installation in Paris at the foot of the Eiffel Tower .

Potters Fields Park is situated between City Hall and Tower Bridge; with stunning views of the bridge, the Tower of London and the City and is expected to be as successful as the Eiffel Tower as a location.

The UK is a key market for New Zealand . It is New Zealand ’s second largest market for international visitors bringing almost 300,000 visitors a year who spend almost $1 billion.

See Latest News for more information.

THE RUGBY BALL IN PARIS

New Zealand 's innovation and creativity were on display in a giant Rugby Ball Venue in front of the Eiffel Tower during the final stages of the Rugby World Cup 2007.

From early October for about three weeks, the 12 metre high and 25 metre long structure stood on the Champs de Mars, close to France ’s iconic Eiffel Tower . The venue was open to the public during the day, promoting New Zealand tourism, businesses, culture, lifestyle, food and wine, and technology.

In the evenings, it became the hub for New Zealand-hosted trade and industry events, exhibitions, big screen viewing, functions and meetings, taking the best of NZ Inc. to the world.

Over 20,000 people experienced a "virtual" New Zealand by visiting the Rugby Ball while in Paris , and many more passed by or saw international media coverage of the eye catching venue. In 2006, 6.7 million people visited the Eiffel Tower .

Leveraging high profile events such as the America 's Cup has proved the potential of using major international events to profile New Zealand and New Zealand companies.

The Rugby Ball Venue is part of a four year programme and co-ordinated cross-government strategy of leveraging activities to maximise the benefits for New Zealand when we host the Rugby World Cup in 2011. Beyond Rugby World Cup 2007, the venue will be moved to new locations, to continue in the build-up to RWC 2011.

While managed by Tourism New Zealand, the Rugby Ball Venue is a result of a joint effort with New Zealand Trade and Enterprise and the Ministry of Foreign Affairs.

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THE FRONT ROW RUGBY CLUB

Tourism New Zealand has a five-year plan to build a worldwide community of fans it will encourage to travel to the 2011 Rugby World Cup in New Zealand .

Phase one saw Kiwis recruited to become ambassadors when they travelled to the Rugby World Cup 2007 in France , meeting and encouraging those they met to come to New Zealand in 2011.

Ambassadors become founding members of a virtual rugby club - The Front Row Rugby Club - captained by Tana Umaga.

To help them, Tourism New Zealand provided supporters kits with interactive DVDs promoting New Zealand as a place to visit, live and do business and personalised contact cards for those who sign up.

Members received a welcome video message from Tana and were able to send a personalised invitation on to friends, family and rugby mates around the world.

Leading up to 2011, club members will receive regular updates from Tana. As 2011 draws near, fans will be sent specific information about the towns they will be visiting when the fixtures list is finalised. Fans will even have their own official virtual "clubrooms" where they can share stories and join in the world's largest team photo by adding their image.

See Latest News for more information or visit the Front Row Rugby Club