The 2011 Rugby World Cup in New Zealand was marketed to Europeans in October 2007 by a giant rugby ball beneath the Eiffel Tower, with ‘100% Pure New Zealand’ branded across it. Measuring 25 metres long and 12 metres high, it could house 200 people at a time. Inside were displays intended to entice tourists to visit New Zealand.
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Photograph by Salena D. Semmens
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