National sporting organisation Rugby Australia turned to Three Plus to manage campaign communications for World Rugby Chair candidate Dr Brett Robinson, who was bidding to become the first Chair-elect in history from a southern hemisphere nation. World Rugby is the third-largest international sporting federation in the world. As a federation of member unions all over the world, its governance structures are complex and political, requiring a clever and targeted communications approach. Three Plus partnered with the experienced team at Upfront Sports Partners to curate a suite of communications materials and a timetable of media engagement activities to support Robinson’s successful campaign.

Achievements
  • Supported Robinson’s election to the role of World Rugby Chair. He is the first Australian to hold the office and break the northern hemisphere stranglehold on power.
  • Crafted a selective media strategy that bolstered Robinson’s credentials in key overseas markets and protected and optimised campaign launch.
  • Managed the perception of Robinson’s campaign platform among influential international and domestic media stakeholders.
  • Leveraged media relationships across the globe to monitor campaign sentiment.

Pictured: Newly elected World Rugby Chair Brett Robinson, second from right.

Process
  • Three Plus partnered with the experienced team at Upfront Sports Partners, translating their campaign intelligence into a suite of sharp and succinct communications materials.
  • Three Plus designed and authored Robinson’s capability statement to support the campaign’s launch.
  • Three Plus developed a key messages strategy that was used to populate media statements, speaking notes for campaign allies and other materials.
  • Three Plus managed the timing and geography of Robinson’s campaign launch to optimise impact and influence.

Pictured: Robinson captained Oxford University to victory over Cambridge at Twickenham in 2001.

“Georgina and Peter’s advice and support was critical to the election campaign, refining our messaging and delivering a sophisticated media program. They understood the importance of the right sort of coverage, that more was not necessarily better, and leveraged global media contacts to deliver a great outcome.”

Dr Brett Robinson
World Rugby Chairman