In October 2007 the 2011 Rugby World Cup was marketed to Europeans with this massive rugby ball positioned in front of the Eiffel Tower in Paris. Inside the ball visitors watched a 360-degree film which focused primarily on images of beautiful scenic New Zealand, designed to attract tourists. The way New Zealand was promoted to Europeans was quite different to the way it was experienced and understood by residents of New Zealand.
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Photograph by Salena D. Semmens
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