The $13m price for giant ball

The giant ball is now in Auckland. Photo / Janna Dixon

A giant rugby ball used to entice visitors to New Zealand has cost more than $13 million.

But it's money well spent, says Tourism New Zealand spokeswoman Suzanne Carter.

The "100 per cent Pure New Zealand" giant rugby ball has taken centre stage since 2007 in such locations as the Eiffel Tower, London's Tower Bridge, Tokyo Tower and Sydney's Circular Quay.

It returned to Auckland for last week's opening of the Rugby World Cup.

A document released to the Herald on Sunday under the Official Information Act showed that from 2007 until the end of the tournament, Tourism NZ expected to spend $18.8 million promoting the event and New Zealand as a destination.

Of that, $13 million related to costs for the giant rugby ball and the remaining $5.8 advertising the country and its role hosting the event.

"It has been highly successful, providing a unique mechanism to showcase creativity, innovation and tourism in relation to the New Zealand experience in key tourism markets and in print and broadcast media all around the world," Carter said.

But not everyone thought the ball was the best use of public funding.

"If we're having to make serious cuts in health and education I'd be concerned," policy analyst Julie Chambers, 56, said.