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Rugby fans who have travelled to New Zealand via Auckland International Airport for the World Cup tournament may have experienced a 'virtual vineyard' made up of advertising signage, ceiling, travelator and wall graphics, and 160sq m of pitch turf carpeting the floor.

The campaign, called 'Stay Curious', is for Rugby World Cup (RWC) sponsor Brancott Estate and was created by media company Eye and creative agency Pim. It also includes lenticular panelling and an audio track of a crowd cheering, triggered by motion sensors.

"The aim is to bring our sponsorship of Rugby World Cup 2011 to life with an engaging and memorable experience as soon as people land in New Zealand," explains Quentin Job, international marketing director for Brancott Estate. "RWC 2011 fans from our key markets are invited to stay curious on their journey through engaging and consistent messaging from Brancott Estate.

"An estimated 950,000 visitors will walk through Auckland International arrivals during the World Cup from August to October – and they may well think they've arrived at Brancott Vineyard."