Giant Rugby Ball in London

In November 2008, the giant Rugby Ball was 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 would 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.

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 was as successful as the Eiffel Tower as a location.

The Ball was in London at a crucial time for Tourism New Zealand as it coincided with the launch of a major tactical campaign, 'What Do You Say UK?' The International Rugby Board also used 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.

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.

> Read wrap-up story about the Rugby Ball in London