New Plymouth's main shopping area runs from the top to the bottom of a hill. Shops at the top are said to be 'at the Top of Town' while those further down the street are 'at the Bottom of Town'. Radio and newspaper ads for businesses in between are described as 'on the hill'. Although it seems a little weird, I can't imagine how else you can describe it.
(If you are looking at the sign and wondered who won, New Zealand beat France 24-9.)