The Groupement d'Intérêt Public (GIP) France 2023 faced the challenge of delivering a premium hospitality experience for a diverse VIP guest list at the 2023 Rugby World Cup. To align with the objectives of all stakeholders, we leveraged innovation and creativity, and deployed our cutting-edge audience management tool, Mark.Us. The result was streamlined operations, an optimised guest journey and a seamless Tournament Guest Programme for 23,000 dignitaries across nine match sites.
The challenge
The organisation of the Tournament Guest Programme was overseen by World Rugby, which exercised oversight and validation of all its components. The objectives of GIP France 2023 through the Tournament Guest Programme were as follows:
- A premium experience: Catering to a diverse VIP audience, with services and offerings tailored to their profiles.
- Protocol adherence: Meeting strict Rugby World Cup directives and International Protected Persons protocol standards. There were two main categories of guests:
- Guests of World Rugby, including administrators of Rugby World Cup Limited, members of the Executive Committee and Council of World Rugby, representatives of participating and non-participating National Federations, Major Partners of World Rugby, and the broader global sports and Olympic family.
- Guests of the Organising Committee, such as government members and representatives, parliamentarians, members of royal families, national and international dignitaries, representatives of local host communities, official representatives of French rugby, senior executives of partner companies of the GIP France 2023, international rugby legends, iconic international athletes and other personalities.
- Multi-stakeholder management: Balancing and meeting the needs of Rugby World Cup Limited, GIP France 2023, and the French Government regarding guests.
- French flair: Showcasing France's expertise in hospitality and event management.
- Budgetary constraints: Working within the allocated budget for the Tournament Guest Programme.
The strategic solution
We recognised that the success of this programme hinged on a technological innovation that could seamlessly manage complex seating arrangements, handle last-minute changes, and optimise the entire guest experience. Mark.Us, MCI's proprietary audience management platform, was deployed as the strategic centrepiece. Its key features proved invaluable:
Real-time configuration: Enabling immediate seat adjustments and on-site replacements while ensuring protocol adherence remained uncompromised.
Holistic guest journey: Mark.Us streamlined every stage from invitations and RSVPs to site map creation, seating allocation, and on-demand reconfigurations.
Optimised check-in: Reception teams were empowered by real-time data, facilitating quick guest check-ins and dynamic seat assignments. .
Creative strategy
Our strategic approach to this project was built on three pillars:
- Meticulous planning: Mark.Us streamlined audience list management, hospitality space preparation, logistical coordination, and volunteer training.
- Agility: The power of real-time seat management enabled MCI to proactively address unexpected adjustments.
- Commitment to excellence: Mark.Us allowed the team to consistently optimise the guest experience throughout the tournament.
Results
The success of this project underscores MCI's strategic approach to event management. Our innovation, agility and strategic creativity enabled us to anticipate and address complexities in advance and meticulously plan each aspect, from guest servicing and hospitality to venue logistics and stakeholder engagement.
MCI's involvement in the 2023 Rugby World Cup was a resounding success. Key outcomes included:
- Flawless execution across all matches and sites, with zero disruptions.
- Complete satisfaction of all stakeholders.
- The complex audience needs of 23,000 VIPS guests were expertly managed over two months.
- Real-time audience management with Mark.Us ensured seamless guest experiences.
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