Ewen McKenzie's contract extension was the latest step in vision to ensure that Super Rugby champions the Queensland Reds build a dynasty that entrenches them as the most popular team in Brisbane.

On siging a one-year contract extension that will see him stay with the Reds until 2014 McKenzie made it clear that he is intent on finishing a special project that started when he arrived at Ballymore at the end of 2009.

When the former Waratahs boss was recruited by chairman Rod McCall the two got together with new chief executive Jim Carmichael to make the Reds a competitive unit both on the field and in terms of their rivalry with other codes like rugby league.

At that stage the Reds were languishing at the bottom of the Super Rugby table and the union was experiencing serious financial difficulties, which is what prompted the total overhaul that McCall, McKenzie and Carmichael undertook.

The turnaround of results on the field was remarkable as the Reds re-invented themselves under McKensie's guidance, storming to the Super Rugby title last year and whipping up massive crowds but perhaps more important was a 33% growth in particpation figures in the state.

That is what the 'special project' is all about - creating a culture in Queensland where rugby union is the preferred option when it comes to watching or playing.

McKenzie is a great coach and rightly touted as a future Wallaby mentor, but while it is obvious that the Reds would want to keep the coach that brought them their first Super Rugby title for as long as possible, Carmichael was at pains to stress that there is more to it than that.

He commented: "Separate to the importance of what Ewen delivers on the field, it's vitally important for our strategies to be achieved to have a head coach who understands what we're trying to build for this industry and we're very fortunate to have that in Ewen.

"Ewen's enthusiasm and involvement around other parts of our organisation include the legacy we intend to leave in Ballymore; which is a very important balance sheet asset we have to get right for rugby in Queensland," added the Queensland chief executive.

McKenzie is clearly stimulated by the challenge of creating a sustained culture of success and leaving a legacy in Queensland, and showed his commitment to that by signing the extension.

"We've done a good job the last couple of years, but there's still a lot of work to be done and a number of challenges ahead in the current landscape," McKenzie said.

We have a good idea of what lies ahead and what needs to be achieved in Queensland in terms of the future success of our Code and I have given my commitment to being part of it," he explained.

Queensland believe that stability in leadership is important if they are going to achieve their objectives which is why McCall, Carmichael and McKenzie have pledged to "finish the job together," by 2014. They plan to "leave a long-term legacy and build the pillars of the game which they believe will future-proof the code in Queensland," according to a media statement from the Reds.

In such a competitive environment a clear strategy such as this one is vital, and if the Reds continue to lead the way on the field then it is hard to see much stopping them from forging further ahead in the struggle against other codes.