Rugby New Zealand 2011 Limited (RNZ 2011) CEO Martin Snedden is currently in Tokyo, Japan on a wide-ranging Rugby mission. While the impetus is the Bledisloe Cup test match on October 31, Snedden explains how this opportunity is so much more than a game.
This is your first trip to Japan, what has been the biggest surprise so far?
Whilst I've been to a number of places around the world over the years, including the Asia on many occasions, I've never been to Japan so this is an exciting new experience. The thing that has always fascinated me about Japan is its geographical similarity to New Zealand - each a small island. What I could never comprehend is how such a small place could cope with such a massive population. Tokyo (which is about the same size as greater Auckland) has an estimated population of 32-35 million! That was brought home to me when we hit a massive traffic jam driving in from the airport. We are not talking here about your normal jam in Wellington or Christchurch where a few cars are banked up for a few minutes. This is a jam of miles and miles, which does not sit well with the Japanese custom of proceeding exactly on time.
What was the reaction to the opening of the Giant Rugby Ball yesterday?
Our hotel is situated directly next to the Tokyo Tower where Tourism New Zealand (TNZ) has erected the Giant Rugby Ball. The Tokyo Tower looks exactly like the Eiffel Tower and the TNZ ball has a great spot directly next to it. Yesterday, I attended the official opening of the Ball which was a fantastic occasion. The ceremony was officiated by [New Zealand Prime Minister] John Key and attended by a number of VIPs including the All Blacks, representatives from Tokyo city government and the Japanese Rugby Union. There has been a constant stream of visitors lined up to take a peek inside since it opened.
Watch the opening ceremony here:
What happens inside the Ball?
During the daytime, the Ball is open to the public who can experience a little slice of New Zealand - a 10-minute, 360-degree virtual tour of New Zealand which features [former All Black]Tana Umaga. At night the ball is used to entertain key business contacts. The Bledisloe here in Tokyo coincides nicely with the Japan-New Zealand Business Council and The Japan-New Zealand Partnership Forum so it is a great opportunity to strengthen trade and business relationships between the two countries.
What kind of results will be gained from this initiative?
This is the third time the Ball has been used. It was set up beneath the Eiffel Tower in Paris during Rugby World Cup 2007 and was visited by over 26,000 people in 14 days. It was then positioned next to London's Tower Bridge during the All Black's tour of Britain and Ireland in 2008 and was a huge hit with both the media and the public. It is impossible to measure the results of this type of promotion. TNZ will measure visitor numbers and media hits but there is no way of really knowing how this translates into awareness of New Zealand, increased visitors and increased business.
Why a Giant Rugby Ball?
The Ball is very innovative and to get something so visible and so tangibly Kiwi next to the Eiffel Tower, the Tower Bridge then the Tokyo Tower in successive years is a terrific achievement for TNZ. While the cost is not small, I'm certain that the return has and will be multiple times that. It's about the small guy staking out a position with panache and confidence.
The beauty of this whole initiative is that, in a country that has over 100 million inhabitants, and leads consumerism worldwide, I still have the feeling that there is some disproportionate (positive) awareness of our little country and that the overwhelming reason for this is our Rugby team. We shouldn't lose sight of that.
What will the remainder of your trip involve?
We will have the chance to establish some initial contact with the Japanese Rugby Union. When New Zealand first won the bid back in 2005, we received fantastic support from the French Rugby Union as we sought to learn from RWC 2007. With the Japanese hosting RWC 2019, we will be looking to explore how we can help them.
Then of course, on Saturday evening there is the Bledisloe Cup match. Regardless of the fact that this is being played on neutral territory, and that the Cup is not up for grabs, there is a lot at stake for both teams. Reputations are on the line all round.
And your best experience in Japan so far?
One of my more difficult experiences so far has been coming to terms with traditional Japanese cuisine. Starting off the meal with fish eggs is not to every Kiwi's taste and consuming whole fish eyes does take a bit of courage. Having got through that, eating whole mini crabs, claws and all, as well as dried and salted stingray was a breeze.
