The Wait is Over

MEDIA RELEASE
FOR IMMEDIATE RELEASE
September 4, 2007

The Wait is Over

Love rugby? Well Tana Umaga has just the club for you – the Front Row Rugby Club.

Today Tana’s campaign to build membership of the club starts in earnest, when founding members will receive a welcome email video they can forward on to family and friends.

The club is part of Tourism New Zealand’s five-year plan to use rugby to create a conversation with potential visitors it will encourage to travel here when New Zealand hosts the Rugby World Cup in 2011.

“It’s about getting to know these fans and talking to them one-on-one, bonding with them over our favourite sport and inviting them down to our place,” Tourism New Zealand chief executive George Hickton said.

“It’s good to see so many people have already signed up to become founding members of the Front Row Rugby Club, but now I need some help getting the message out there,” Tana said.

Over the next four years, club members will receive regular updates from Tana who will take them on the ultimate rugby road trip of New Zealand.

As 2011 draws near, fans will be sent specific information about the towns they will be visiting when the fixtures list is finalised.

The official virtual “clubrooms” will open following the last Rugby World Cup game in Paris.

The clubrooms will be the virtual meeting ground for global fans to share “what goes on tour stays on tour” stories; to join the world’s largest team photo by adding their own image; join teams and blog.

To register for the FRRC visit www.newzealand.com/frontrowrugbyclub/register.cfm

It is the first time Tourism New Zealand has used an email campaign to build interest in an event and the country.

New Zealand is already behind an eye-catching project to build a giant rugby ball venue in front of the Eiffel Tower in Paris in late October during the final stages of the Rugby World Cup 2007.

The venue, which sailed for France in mid-August, will form a central hub of promotional activity for New Zealand businesses, Tourism New Zealand, The Department of Labour, New Zealand Trade and Enterprise, Ministry of Foreign Affairs and Trade and Ministry for Culture and Heritage to attract attention to the country and its talents.

ENDS

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