The South Pacific Kingdom of Tonga launched an ambitious Rugby World Cup tourism advertising campaign in London on Thursday 31st March.

The campaign, targeting the 85,000 fans expected to travel to New Zealand for the World Cup, centres around the competition to find the World's "Rugby's Maddest Fan" and features its own dedicated website - rugbymaddest. The site features videos submitted by rugby fans from around the globe, each vying for the title of the World's No 1 Rugby Fan, and the all expenses paid holiday in the 176-island archipelago during the World Cup which comes with it. Tonga's Prime Minister, Lord Tu'ivakano leads the campaign and features in the welcoming video on the site.

"We are hoping the competition and website will generate significant publicity for our associated Rugby World Cup tourism campaign" said Tourism CEO Sakopo Lolohea. "Tonga is rugby mad. We eat, sleep and breath rugby and we are aiming to use our affinity with the game, and our proximity to New Zealand to attract rugby fans from around the globe to come to the Kingdom for short stays during the World Cup".

Air New Zealand Holidays will be providing packages specially put together for visiting fans, and Rugby World Magazine from the UK will be publicising the campaign over the coming months.

"We have formed some strong partnerships through this campaign" said Tourism Tonga Marketing Manager Reece Proudfoot. "Although we are a small country, we see innovative campaigns such as this as opportunities to build on our relationships with our existing international partners and develop new partnerships along the way. We are confident that this campaign will create a good return for all involved".

Tonga will also be inviting UK rugby fans to adopt Tonga's national team, The Ikale Tahi, as their second team for the duration of the World Cup. "There is a strong connection between Tonga and the United Kingdom" said Tourism CEO Sakopo Lolohea. "Our royal families have been friends for many years and the England fans got behind the Ikale Tahi in the last World Cup. We hope they will join us, and come visit us, during this year's World Cup too".

Guests for the London launch included players from the All Blacks, English and Tongan rugby teams who encouraged English fans to get behind the 'Ikale Tahi for upcoming World Cup. Tourism Tonga, 1/04/11.