In his New Zealand Letter in the Irish Times, Gerry Thornley reveals that the natives are determined to make the most of this glorious opportunity to showcase their country.
"You travel by Air New Zealand to “the four million stadium” and you know you’re going to be consumed by the World Cup experience almost as soon as you step on the plane at Heathrow. And again in Hong Kong and then, just to be sure, from Auckland to Christchurch, if not on the final propeller leg to Queenstown.
"The slightly slapstick security video at the outset of each journey is a little different from the norm, featuring as it does an array of would-be rugby supporters from around the globe as well as a phalanx of All Blacks led by Graham Henry and Richie McCaw in the cockpit.
"If any of the passengers dares to smoke, warns Henry, no doubt reprising his earlier incarnation as a stern schoolteacher, 'then consider yourself dropped. Smoking is strictly prohibited. We can’t have that kind of disruption to the team.'
"And so on. In all of this it’s worth noting Emirates Airlines are one of the World Cup’s official sponsors, whereas Air New Zealand are one of the All Blacks’ sponsors. Therein lies the genius of this security video/advertisement/endorsement – the World Cup, even the All Blacks, are never mentioned. Not quite ambush marketing, but not far removed either."
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