Client
Leisurecorp, formed by Dubai World is a sports and leisure group focussed on developing premium lifestyle destinations. One of their major developments is Jumeirah Golf Estates located in Dubai and due to be the final destination of The Race to Dubai hosting The Dubai World Classic Golf Tournament. Phase one of the development consisted of two communities; Fireside and Whispering Pines and Flame Tree Ridge.

Objective
Four were appointed to promote internationally the Phase One developments which were targeted to be fully sold by the end of 2007.

Solution
High net worth clientele were identified in UK, Europe, Russia and India. Print and online media were the key drivers of the campaign. A mixture of indigenous and international publications were identified from within property, lifestyle magazines, business and the lifestyle supplement market in order to talk to target audiences in a multitude of environments and mind sets. A full 3 day exclusive sponsorship of the Europeantour website was negotiated to coincide with the announcement of The Race to Dubai.

Result
From briefing, approval and first insertions appearing was a matter of days. Campaigns ran concurrently but were adapted and copy switched as the sales need of each area progressed. Whispering Pines and Flame Tree Ridge were fully sold by the beginning of December! Fireside launch was enormously successful exceeding Day 1 sales targets. Four now work closely with JGE on their international advertising to further promote JGE as a golfing venue second to none in the run up to The Race to Dubai.