The media was the message - context and content inseparable. The media team was solely responsible for conceiving and building: a floating rugby pitch - on the largest (110m) barge in the Southern Hemisphere, 1000m2 of turf, huge video scoreboard, goal posts and spectator viewing areas; hosting live games played by celebrities and radio competition winners; and 15m high inflatable replicas of the players, appearing outside scheduled games, airports and other busy locations.

The objective to generate buzz with live spectaculars and extend reach by unpaid press, achieved via: national (Networks 7 & 9) and international (CNN) television coverage; metropolitan and national radio; metropolitan, national and international newspapers. Although not a sponsor, Vodafone was ranked fifth most-recalled RWC sponsor by Nielsen research!