Only 25,000 people visited the ball in Paris. Photo / Supplied
A giant rugby ball used in Paris, London and Tokyo to promote the Rugby World Cup cost taxpayers more than $300,000 a day to run.
But a Tourism New Zealand (TNZ) report called the promo a success, saying online news stories reached a potential audience of 15.7 billion - more
than double the world's population.
The inflatable ball cost $10.6 million to build, transport and operate at three outings in the past three years.
It was used for 33 days in total, attracting 46,845 visitors - a cost of $226 each.
TNZ said the promotion boosted visits to its website and gained widespread print, broadcast and online media coverage.
The report said a potential audience of 15.7bn was reached by online media from the Tokyo event, and the figure had been "verified as accurate". But, it went on to say, because the number represents "the world twice over" it must contain significant duplication and was of limited value.
TNZ public affairs general manager Suzanne Carter said the Tokyo numbers were skewed because a story was posted on the homepage for Yahoo, the largest website in Japan.
The results highlighted the need to reconsider methods used to assess media coverage, she said.
Carter said the ball successfully promoted New Zealand and the Rugby World Cup across Europe and Japan. "We are pretty comfortable with the outcome." The costs and evaluations were released to the Herald on Sunday under the Official Information Act.
Construction, freight and other set-up costs were $3.9m, while the ball cost $1.7m to operate in France, $2.17m in London and $2.8m in Tokyo.
The 13m-high, 20m-long inflatable ball was first put up under the Eiffel Tower in Paris during the 2007 tournament. Despite predictions of 48,000 visitors, only 25,000 came during the 17-day promotion.
In 2008, the ball was inflated for eight days in Potters Fields Park, London, during an All Blacks tour, attracting 7720 people.
TNZ said the lower numbers reflected a change in focus towards media exposure and hosting "influential people".
The ball moved to Tokyo in November 2009, where it attracted 14,125 visitors over eight days and generated "unprecedented media attention and profile for New Zealand".
Labour tourism spokesman Kelvin Davis said he was surprised but "not uncomfortable" with the costs for the ball. But he said there needed to be better ways to measure its impact on visitor numbers.
"There's no tangible way to measure whether it's converted into people coming to New Zealand."
Cup doubts
The Government was warned as far back as 2005 that predictions of rivers of money flowing into New Zealand around the Rugby World Cup were likely to be overstated.
The warnings come from a Treasury report released under the Official Information Act after the Herald on Sunday raised questions in May about over-optimistic estimates.
Treasury poured cold water on figures used by event promoters: "The economic impact figures need to be treated with caution as it is likely the way they are put together overestimates net benefit to the country."
The report also gave "reasons to be sceptical" about the boom in tourism predicted next year. "The majority of the international audience will already be aware of where New Zealand is, since the All Blacks will have beaten them a number of times. It is also difficult to see the event leading to a lasting impact on tourism."
World Cup Minister Murray McCully said he ignored the report, the official who wrote it was "fairly ignorant" and the economic projections had been updated.
- Matt Nippert
$10.6m: Cost of giant rugby ball.
46,845: Visitors at three cities.
33: Days ball open to public.
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