Media Planning
The organisers of the Rugby World Cup were required to develop and execute an overarching Auckland Time Media Plan to complement Rugby NZ 2011’s Tournament Time Communications Plan. Contacts in the media were a focus of the lead up to the Rugby World Cup 2011 and key media were identified and relationships were established in the years leading up to the event itself. The RWC 2011 Communications Team partnered with Film Auckland to produce a set of RWC 2011 Auckland Filming Guidelines. The guidelines covered key locations including Eden Park public domain, Mt Eden, Queens Wharf, North Harbour Stadium public domain and other Auckland destinations such as One Tree Hill and other regional parks. These Guidelines were put in place to ensure a consistent understanding by local and visiting media and also provided the media with key contacts relevant to specific locations. Research conducted before the tournament suggested that the public wanted to receive information from TV and daily newspapers above all other media (such as radio and online). The organisers of the RWC therefore prioritised key media outlets such as the NZ Herald, TVNZ, TV3, Radio Sport, Radio New Zealand and key news websites. These outlets consistently attended media briefings at the Town Hall. Key international media were also serviced and working relationships developed during the tournament with media such as CNN, BBC and Super Sports (South Africa). Media Monitors Ltd monitored Auckland’s RWC presence in the media daily from the week leading up to the tournament, to the end of the tournament. Internet monitoring, domestic press and broadcast media analysis reports were provided weekly.
Evaluation:
Based on feedback from both domestic and international media, Auckland’s media programme boosted Auckland’s reputation as a media friendly destination significantly. This is supported by the broadcast media activity at Queens Wharf; over 30 visits by TVNZ, more than 20 visits each by TV 3, CNN and Radio Sport, more than 10 visits by Super Sports (South Africa), BBC and German TV ARD and up to 10 visits by 34 additional broadcast media outlets from around the world. The RWC 2011 Auckland Filming Guidelines proved valuable as an addition to the Tournament Time Media Plan as there are no reports of any media disregarding or violating them. It is recommended that these guidelines be replicated for future major events. The value of the relationships created with media outlets was reflected in the tournament time media statistics, which saw TVNZ, TV3, Radio New Zealand and the Radio Network completely engaged in Auckland’s Rugby World Cup events. By consistently attending media briefings, it put these media outlets well ahead of any others in terms of the number of staff on the ground and ability to work under high-pressure situations. The RWC 2011 communications team generally maintained daily contact (more on match days) with the NZ Herald, the Radio Network, Radio Live, Radio New Zealand and aucklandnow.co.nz which ensured coverage of all aspects of Auckland’s RWC 2011 events, indicating the planning was sufficient.
I have no suggestions for improvement regarding media planning.
Based on feedback from both domestic and international media, Auckland’s media programme boosted Auckland’s reputation as a media friendly destination significantly. This is supported by the broadcast media activity at Queens Wharf; over 30 visits by TVNZ, more than 20 visits each by TV 3, CNN and Radio Sport, more than 10 visits by Super Sports (South Africa), BBC and German TV ARD and up to 10 visits by 34 additional broadcast media outlets from around the world. The RWC 2011 Auckland Filming Guidelines proved valuable as an addition to the Tournament Time Media Plan as there are no reports of any media disregarding or violating them. It is recommended that these guidelines be replicated for future major events. The value of the relationships created with media outlets was reflected in the tournament time media statistics, which saw TVNZ, TV3, Radio New Zealand and the Radio Network completely engaged in Auckland’s Rugby World Cup events. By consistently attending media briefings, it put these media outlets well ahead of any others in terms of the number of staff on the ground and ability to work under high-pressure situations. The RWC 2011 communications team generally maintained daily contact (more on match days) with the NZ Herald, the Radio Network, Radio Live, Radio New Zealand and aucklandnow.co.nz which ensured coverage of all aspects of Auckland’s RWC 2011 events, indicating the planning was sufficient.
I have no suggestions for improvement regarding media planning.