Clean zones in Rotorua for Rugby World Cup 2011

Rotorua District Council and organisers of Rugby World Cup 2011 (RWC 2011) are spreading the word about special advertising restrictions that will apply when matches are on in Rotorua this year.

The council is encouraging locals and businesses to attend an information evening next month, or to seek advice early if they are unsure about the advertising restrictions or where advertising and commercial activities are permitted.

Rotorua’s involvement with RWC 2011 kicks off with the first locally hosted match on 10 September when Fiji plays Namibia at the International Stadium.

Many of New Zealand’s expected 85,000 overseas fans are likely to visit Rotorua while in the country and the entire tournament is estimated to inject more than $540 million into the national economy.

Retailers and other businesses are being encouraged to dress up their premises as part of the celebrations but need to be aware about government restrictions in place to guard against ‘ambush marketing’ – making commercial gains from unauthorised association with the tournament.

The protections are primarily provided through the Major Events Management Act (MEMA) and supported by council bylaws.

Events & Venues Rotorua general manager Peter McLeod said the Act should not impact on people running an existing business and they would be able to continue with genuine business-as-usual activities, such as retaining regular signage and advertising.

He pointed out however that MEMA provisions prohibit advertising that suggests an association with RWC 2011, especially protected words and emblems.

He also said that under the Act areas around Rotorua International Stadium have been declared ‘clean zones’ while parts of the main thoroughfares to the stadium have been declared ‘clean transport routes.’

“This means that on the day of each of our three RWC 2011 matches, and the day before in each case, these areas must be free of unauthorised advertising and unauthorised promotional sales activities, such as street trading or handing out giveaways,” said Mr McLeod.

“Locals also need to be aware that they can’t allow unauthorised advertising or commercial activities on their properties if they could attract the attention of fans within clean zones. It shouldn’t be assumed that an activity is allowed simply because it’s taking place outside a clean zone or clean transport route.”

“However we don’t believe that staying within the rules will be too difficult for most and we’re certainly encouraging Rotorua people to get involved with the events and have fun as it will be a big celebration and huge economic boost for our city.

Mr McLeod said that a public meeting has been arranged to help local businesses to understand the requirements of the Major Events Management Act and what they mean to Rotorua.

The meeting is to be held on Tuesday 7 June at 4pm in the Concert Chamber at the Rotorua Convention Centre and all interested parties are welcome to attend.

Click here to view 'Clean Zones and Clean Transport Route Maps' in the Major Events Management Act (MEMA)