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Tourism New Zealand is to run a major tactical campaign in Britain this year.
Chief executive George Hickton said the campaign would be "very different" from others it had run.
The government agency's giant inflatable rugby ball would be installed in London from November 25 to December 2 to coincide with the start of the campaign.
The ball, 25m long and 12m high, would be put up near Tower Bridge at Potters Field Park.
During the Rugby World Cup in 2007, the ball was positioned near the Eiffel Tower in Paris to promote the country to tourists and business.
More than 24,000 people visited the promotion.
Mr Hickton said the ball was a great way to attract attention and encourage people to visit New Zealand for the 2011 World Cup.
Britain is New Zealand's second-largest source of visitors. Around 300,000 Britons a year visit the country, spending $1 billion.
Prime Minister Helen Clark said it would cost about $1.5 million to have the ball up again.
- NZPA
