New sign replaces 'Wellywood' (view photo)

Photo / James Wear (Twitter)

Wellington Airport will be betting their new sign on the Miramar peninsula will have more support than their previous failed idea.

Overnight a temporary sign with block letters reading ALL BLACKS has been erected, ahead of the Rugby World Cup which kicks off on Friday.

Wellington Airport abandoned a plan to erect a Hollywood-style 'Wellywood' sign following widespread criticism.

The sign was intended to celebrate the city's cinema and creative industries, however many saw it as "tacky".

New Zealand Rugby Union chief executive Steve Tew said last week the temporary All Blacks sign was an honour.

"The sight of a giant All Blacks sign as people fly into Wellington is a really generous and unique way of demonstrating commitment to the team."

Airport chief commercial officer Matt Clarke said the sign was designed for the unprecedented number of international visitors expected to arrive in Wellington in the coming weeks.

"This is an unmissable opportunity to let them know just how excited we are about the tournament and how supportive we are of the All Blacks."

The sign will remain in place for the duration of the tournament, while a competition will give Wellingtonians a chance to share their views on a long term replacement for the 'Wellywood' sign.