KEY POINTS:
LONDON - Guests at the 2011 Rugby World Cup pool draw were treated to an audio visual extravaganza of all that is bright and beautiful about the tournament host when they sat inside Tourism New Zealand's giant rugby ball near Tower Bridge.
But what if the All Blacks provide another deflating experience on home soil in three years, what if New Zealanders' ugly side emerges in the latter stages of the World Cup if their beloved team does not regain the Webb Ellis Trophy?
These are among the unpalatable scenarios confronting Rugby New Zealand 2011 chief executive Martin Snedden as he heads the ambitious project to deliver what in all probability be the last World Cup held in New Zealand.
A focal point of New Zealand's successful bid was the fact the tournament would be played out before "a stadium of four million people" - New Zealand Rugby Union chairman Jock Hobbs revisited that analogy when determining the four pools of five nations today.
However, Snedden holds genuine fears for the reaction should the All Blacks not claim the Cup for the first time since 1987, or heaven forbid, not make the final.
While Tourism New Zealand is engaged in its charm offensive, Snedden said New Zealanders would also be subject to campaigns urging them to see out of more than one-eye in 2011.
"We're trying to suggest to New Zealanders this tournament is not all about the All Blacks," Snedden said.
"There's 19 other teams participating, their groups of supporters will be there.
"The maximum number of games the All Blacks can play is seven out of 48 - there's 41 matches at least they won't be playing in. It's not all about the All Blacks.
"Yes, we want them to do well but our focus is on the tournament itself."
Snedden said changing perceptions that the All Blacks are the be all and end all is one of the trickiest assignments he faces.
"It's a challenging one. I'm doing a lot of public speaking and I'm constantly giving that message - you can see some people rolling their eyes and going `Oh yeah ...' but if ultimately we don't grasp that then New Zealand will miss an opportunity."
Snedden also faced the problem of selling a tournament where tickets to the showpiece games - the quarterfinals onwards - will probably be rare and considered exorbitantly priced for New Zealanders.
"Knockout match prices are really high by New Zealand standards," he admitted, equating them to the cost for sudden death matches in France last year.
There seats for the final in Paris cost between 200 and 600 euro - $480 to $1440.
Sales of 1.5 million tickets are the only source of revenue for Snedden's organisation and, as the tournament costs an estimated $310 million to run, prices for the marquee matches will inevitably be high.
Pool matches will equate to All Black test match prices or lower although key pool games such as the All Blacks versus France in pool A - will attract a higher face value.
Pool games involving lower profile teams will be priced as "Super 14 level or lower", Snedden said.
He said the availability of tickets for the round robin phase would be very good, though sourcing tickets for the knockout stage locally will be "a bit more tough".
Rugby World Cup Limited - the International Rugby Board's subsidiary held allocations for tour operators, sponsors and media.
- NZPA
