Richard Loe: NZ bid has lacked any real vision

It's nearly decision time for the 2011 World Cup and I'm picking up a lot of comment from rugby people that they are surprised just how much we are hearing about the Japanese and South African campaigns and how little about New Zealand's.

The South Africans are out there the whole time - sounding very confident, talking up their chances. The Japanese have made a real impact with the profit they have guaranteed the IRB and that they offer a more global spread for rugby. Both Japan and South Africa have promoted key elements of their bids - publicity designed to help shape the public mind that theirs is the best bid.

But New Zealand? We don't seem to be saying anything. I know Chris Moller, Helen Clark and Colin Meads are all involved in the final presentation but any bid for a global event has to have more than presentations and private lobbying.

It needs a PR campaign or publicity drive which shows Joe Public the advantages of the IRB choosing the bid. Shaping public perceptions is how you shape the perceptions of those who cast the vote.

But what are we doing in that sense? We have hardly heard anything other than Jock Hobbs and Chris Moller going on their roadshow. I have no doubt that was valuable but all you have to do is read the world's media to know who is getting all the attention publicly - South Africa and Japan.

The only time we've heard some of our famous former All Blacks was when Jonah Lomu and John Kirwan supported a bid: Japan's.

Look, we have a huge network who can spread the gospel for New Zealand having a World Cup. Sean Fitzpatrick and Zinzan Brooke are living in Britain. Christian Cullen and Mike Brewer are in Ireland, home of the IRB. Justin Marshall's in England and has just been up in front of the IRB talking about other rugby issues. Andrew Mehrtens, Carlos Spencer, Todd Blackadder - there are many more who could, if you'll excuse me, be pushing our propaganda.

But, unless I am mistaken, there has been no such effort made. It's all been behind-closed-doors stuff and New Zealand has been keeping quiet about many details of our bid.

Strategically, I think the NZRU has made a mistake by not getting out there and putting our case. I actually go along with what they are saying - miss this time and it will be almost impossible for a small country like New Zealand to host the Cup.

But that's quite a negative reason - what about a PR campaign to underscore the terrific time Lions fans had here in 2005? Or harking back to the 1987 World Cup and how New Zealand's success with the inaugural tournament guaranteed its future.

We've put all our eggs in the official, IRB, old pals network basket, rather than make a bid for hearts and minds of the world in general.