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Rugby World Cup Project
Project Management Network ConferenceChris GreenDeputy Director, Asia Pacific Unit
10 December 2019
Aims for this presentation
• To provide an example of the planning and execution of a project which might have relevance for you and your team
• To provide an honest assessment of the project and the project management process – particularly through the viewpoint of a first-time project manager
• To identify key lessons learned that others can incorporate into their planning
Setting the scene – 2017/8
Wide-ranging and successful 60th anniversary of diplomatic relations
Very successful Ireland-Japan rugby engagement in 2017
Strong focus on rugby by corporate Japan, Irish community groups etc. in advance of RWC
Sport – and rugby in particular – emerging as a vehicleto develop the bilateral relationship
Decision to set up a project – The ‘Why’
RWC was coming one way or another, DFAT had to prepare
Some key risks had been identified:• In excess of 25,000 Irish citizens were expected to travel for the tournament• Possible high demand from ministers to be facilitated in travel to Japan (plus
representations on behalf of constituents for tickets etc.)• Possible large number of stakeholders with an interest in RWC• Enthusiasm
Key opportunities also identified:• Ireland putting a focus on developing relationship with Japan – announcement in
2017 that we would build a new Embassy in Tokyo, diplomatic and state agency teams expanded (Global Ireland)
• Massive trade opportunity - third largest economy in the world, 11th-largest trading partner (€12 billion in 2018), EU-Japan EPA
• Japan as a likeminded and dependable international partner
Business case
Project Vision:
The vision for this project is to maximise the benefits arising from Ireland’s participation in the Rugby World Cup (RWC) in Japan, which takes place from 20 September – 2 November 2019, using the Department’s resources in the most effective manner possible and delivering high-quality outputs for all stakeholders. The tournament schedule also coincides with the enthronement of the New Emperor of Japan in October 2019.
The project involves three key areas of work: 1. Providing consular support and assistance to Irish citizens2. Supporting political level visits to Japan during the RWC3. Deriving maximum visibility and trade promotion opportunities for Ireland
Using the collaborative Team Ireland approach to major international events, approximately 30 separate stakeholders will work together to meet the project’s requirements and make the most of the opportunities.
The tournament runs for 44 days from 20 September to 2 November and Ireland will play games in a maximum of 5 different cities over a distance of over 1,000km.
• Department of Transport, Tourism and Sport (Dublin)
• Department of An Taoiseach• Áras• Oireachtas• Department of Business, Enterprise and
Innovation• Department of Agriculture• Enterprise Ireland (Dublin and Tokyo)• IDA (Dublin and Tokyo)• Bord Bia (Dublin and Tokyo)• Tourism Ireland (Dublin and Abu Dhabi)• Culture Ireland• An Garda Síochána• IRFU • World Rugby • The Embassy of Japan in Ireland• British Embassy, NIO, Invest NI• Ireland Japan Association
• Tour operators (Club Travel, Rugby Travel Ireland, and Unique Japan Tours)
• Irish fans travelling to Japan• Irish Media• RWC Organising Committee/s• Japanese political and official interlocutors in Tokyo
and in other cities• British Embassy Japan• Other resident Embassies in Japan• Japanese and Japan-based international media• The Ireland Japan Chamber of Commerce (Tokyo)• GAA Tokyo• Comhaltas Ceoltóirí Éireann, Japan• Irish Network Japan• Other members of Irish Diaspora
• Department of Transport, Tourism and Sport (Dublin)
• Department of An Taoiseach• Áras• Oireachtas• Department of Business, Enterprise and
Innovation• Department of Agriculture• Enterprise Ireland (Dublin and Tokyo)• IDA (Dublin and Tokyo)• Bord Bia (Dublin and Tokyo)• Tourism Ireland (Dublin and Abu Dhabi)• Culture Ireland• An Garda Síochána• IRFU • World Rugby • The Embassy of Japan in Ireland• British Embassy, NIO, Invest NI• Ireland Japan Association
• Tour operators (Club Travel, Rugby Travel Ireland, and Unique Japan Tours)
• Irish fans travelling to Japan• Irish Media• RWC Organising Committee/s• Japanese political and official interlocutors in Tokyo
and in other cities• British Embassy Japan• Other resident Embassies in Japan• Japanese and Japan-based international media• The Ireland Japan Chamber of Commerce (Tokyo)• GAA Tokyo• Comhaltas Ceoltóirí Éireann, Japan• Irish Network Japan• Other members of Irish Diaspora
Under the DFAT PM process, 5 key documents:• Project Initiation Document (PID)• Work plan• Risk register• Communication plan• Budget
Key moment • Project Oversight Board (POB) approval of project budget and human resource
requirements at end March• Provided project manager with a mandate to engage internally and externally
Planning phase
Management Board Subgroup -POB
Project Sponsor
Project Manager
Project Team
29 March – 14 September
10 project team meetings (at least every two weeks)
Frequent meetings with different units on specificissues
Daily phone calls with Tokyo (8hr time difference) plus regular video conferences
Regular structured communication with Sponsor(at least every two weeks, but whenever required)
Lots of engagement with D/Taoiseach and D/Sport
Meetings with IRFU, tour operators and others
Planning phase
Project SponsorProject Manager
HR I
SCCU
HR II
Finance
ICTEmb
Tokyo
Consular
PMU
Comms
APU
Consular
Recruitment• Two additional local staff hired for Embassy Tokyo• Two HQ staff recruited for deployment to Japan for the duration of Ireland’s
participation in RWC
Preparation• Detailed consular plan designed• Large-scale crisis exercise held to test embassy response capabilities• Engagement with travel agents, IRFU, local authorities• Temporary consulate locations identified and reserved
Communications• New page created on our website: dfa.ie/rugbyworldcup• Washroom advertising in rugby stadia during summer months• Consular ad in IRFU ‘Summer Series’ match day programmes• Video produced and promoted online• Consular info leaflet designed, printed and distributed
Planning phase
Visits
Key initial concern over the number of possible visits. Tournament also coincided with enthronement of new Emperor of Japan.
One HQ posted staff member recruited for deployment to Japan to assist with visits (and comms).
Engaged early and often with other departments, but very challenging to get confirmation.
Obstacles to making a decision:• Brexit uncertainty• Distance of travel (about 24hr door-to-door)• Domestic policy and political considerations
Project plan had intended to clarify visits programme by July – in reality was September
Key learning points:• If doing it again, would submit a Memo for Government on the visits programme• Timelines can be subject to political considerations• Recommend that Government take a strategic approach to major sporting events
Planning phase
DFAT HQ
D/T Áras
DTTAS
EmbTokyo
DBEI
Promotional
RWC presented a unique opportunity to get more Japanese people aware of and interested in Ireland
Very strong inter-agency/department relationships in Japan presenting the possibility of a cross-government campaign (similar objectives)
Japan is a key market for Ireland, and ‘the best calling card for doing business in Asia is a satisfied Japanese customer’
Rugby is a good news story (mostly!)
Step 1: Research
Planning phase
Project Manager
Promo. Visits
Consular
Job Reference: 371619
Date: June 2019
Tourism Ireland/Department of Foreign Affairs & Trade Knowledge of and Sentiment Towards Ireland in Japan
14
In addition to having lowest level of visitation, there is also a lower level of Japanese adults who claim they know a
fair amount about the country compared to other European destinations (particularly Netherlands).
Familiarity With Country
Ireland New Zealand Finland Denmark Netherlands Norway2%
10% 5% 6% 10%4%
7%
13%
9% 8%12%
9%
84%
73%81% 81%
74%82%
6% 4% 6% 5% 4% 5%
I have visited this countryI know a fair amount about this country
I’ve heard of this country but it’s not one I know much about
I’ve never seen or heard of this country before today
NET: Visited/Know 10% 23% 14% 14% 22% 13%
(Base: All Japanese Adults 18+, n=1,000)
15
Ireland being a cold country was the number one perception that emerged spontaneously, followed by Whiskey and
current/historical associations with UK. Clear that there is some confusion between us and Iceland with explicit mention of Ice, Snow, Volcano, Hot Springs and Aurora Borealis.
Spontaneous Associations With Ireland
(Q.4c)
14.4%
5.5%
4.1%
3.9%
3.6%
3.5%
3.3%
3.1%
2.8%
2.6%
2.5%
2.4%
2.3%
Cold/cold country
Whiskey/Irish whiskey
UK/part of UK/former colony
Ice/ice country
Northern Europe
Nature/natural abundance/landscapes
Europe/part of Europe/EU
The country neighboring the UK
Island/Island country
Dance/Irish dance/River Dance
Rugby
Dispute/strife (unspecified)
Celt/celtic
2.2%
2.2%
2.1%
1.9%
1.8%
1.4%
1.4%
1.1%
1.0%
1.0%
1.0%
1.0%
1.0%
IRA
Soccer/football
Guinness/Guinness beer
Snow/snow country
Dublin
U2
Volcano
Hot spring/sauna
Aurora Borealis
Bagpipes
Green
Pub/Irish pub
Terrorism/terrorist
(Base: All Japanese Adults 18+, n=1,000)
16
Three quarters are aware that the Rugby World Cup is occurring. These are more likely to be men, those aged 50+
and higher income households. The proportion who intend to watch games is approximately half this amount.
Awareness / Interest in Rugby World Cup
Awareness
74%
21%
5%
Yes
No
Don’t Know
6%
30%
11%
53%
InterestI intend going to watch at least
one match live in a stadium
I intend to watch at least one match on television
I expect I will follow the Rugby World Cup by reading/hearing about it
I am not interested in the Rugby World Cup
36%NET: Go to/Watch
48%NET: Go to/Watch/Follow
(Base: All Japanese Adults 18+, n=1,000)
Awareness x Demographics %
Male 86%
Female 63%
18-34 56%
35-49 74%
50-65 78%
Kanto 74%
Kansai 74%
3.6-6 Million 66%
6 Million+ 78%
Step 2: Making a plan
Five main strands:
Develop a set of videos based on research to promote key messages - EU membership, English-speaking, green, high-performance, friendly/welcoming – covering the priorities of the four state agencies and DFAT
Put in place a paid advertising campaign to deliver the content to key audiences
Develop online resources (i.e. Ireland.ie website in Japanese) as alanding page for the campaign
Media engagement – organised an inward media visit by Japanese sports journalists from 6-12 August to coincide with the Ireland-Italy match, and engagement with media in Japan
Embassy outreach and hospitality – Embassy hosted several rugby-themed eve-of and pre-game receptions, and also organised booths at Fanzones to disseminate promotional material
Planning phase
Promotional
Key learning point• Sometimes, there can be a project
within the project
• Individual elements of the project mightneed a project management structureapplied to them
OutputSix Japanese language videos:Taste (BB), Visit (TI), Trade (EI),Study (EI), Invest (IDA), Long Video (4 mins)
Execution phase
Project Manager
VisitsPromo
Consular
Promotioncompany
Productioncompany
Interviewees
19
Cut Down Delivery
17.5M Impressions 5.6M Views
23 Days
20%
10%
23%17%
21%
10%
Visit Pillar Invest Pillar Overview- Short Study Pillar Taste Pillar Trade Pillar
20%
12%
19%15%
22%
11%
Visit Pillar Invest Pillar Overview- Short Study Pillar Taste Pillar Trade Pillar
20
4 Minute Delivery
14.5M Impressions 4.2M Views
30 Days
0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000
YouTube
Views Impressions
Impact
(Ireland)
(Ireland)
Consular
• Total team of six (two permanent Tokyo based, two deployed HQ staff, two temporary hires) working full-time
• Dealt with >40 cases, several of which were serious (arrests)• Narrowly avoided a major incident with Typhoon Hagibis• Embassy deployed to temporary consulate locations for three games
outside of Tokyo area (Shizuoka, Kobe and Fukuoka)
Visits
Four high-impact political visits were facilitated:• Parliamentary RWC, 13-19 September• DBEI trade mission, 14-19 October• Minister Ross, 18-21 October• Cathaoirleach at enthronement, 21-24 October
Execution phase
Lessons learned
• Keep a good file
• Be realistic in setting your timelines and give yourself extra time
• Get people trained – unlikely to buy-in to the PM approach unless familiar with it
• MB level approval was vital (in our case – not always relevant)
• A strong project sponsor is a key asset (preferably A-Sec level – if appropriate)
• Get your budget approved early – in our case, setting it in 2018 would have been preferable
• Embassies could strongly benefit from a medium term (about 2 years) locally-hired Sports Diplomacy Officer
• Beware of projects within the project – they may need their own manager, work plan etc.
• Communicate, communicate, communicate!
