Example of:
Winning a tender by focussing on the outcomes that are important to the buyer.
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| What the client said: |
"It made perfect sense to us that Wellington should host two Quarter Finals, but we realised that we were at risk of missing out. Odyssey helped us focus on the buyer’s needs and powerfully communicate why Wellington was critical to the success of RWC2011." Derek Fry
Director, City Services and Events
Wellington City Council
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| The challenge: |
Wellington has all the credentials and was committed to delivering a world class weekend of rugby. But the IRB had stated that it wanted just two cities to host the Quarter Finals and had hinted that Auckland should be one of them. With Christchurch rebuilding its stadium especially for RWC2011, Wellington was not a front-runner.
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| Our approach: |
Wellington had to demonstrate that holding two Quarter Finals in the capital was best for RWC2011. Auckland offered a larger stadium, and so a greater financial return, but New Zealand’s original promise to the IRB for RWC2011 was a stadium of 4 million people. On balance, it seemed the right solution would be for Christchurch and Wellington to host the Quarter Finals, with the Semi-Finals and Finals in Auckland.
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| What we did: |
We expressed Wellington’s promise as Absolutely, Positively, Right By Your Side. This conveyed the city’s commitment to delivering a superb carnival weekend - a highlight of RWC2011 - and to working alongside the organisers, helping them achieve all of their goals for RWC2011. Working with Vertigo Design, we developed and wrote the pitch document and other communications.
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| What we achieved: |
Announcing that Wellington and Christchurch had been awarded two Quarter Finals each, Martin Snedden’s words echoed Wellington’s proposal. He said, “This would deliver a memorable national Rugby World Cup festival which realises the ‘Stadium of four million’ philosophy.”The expected economic benefit to the Wellington region from the Quarter Finals weekend is $25 million.
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