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Four launches the richest prize in world golf

20 November 2007: The European Tour landed in Dubai at the world-famous Burj Al Arab on 19 November, with a global announcement handled by Four Communications on behalf of our client Jumeirah Golf Estates, Dubai's leading residential golf community. Jumeirah Golf Estates announced a partnership with The European Tour to create the $10 million Dubai World Championship, the richest tournament in world golf, and The Race to Dubai, a season-long competition with another $10 million in prize money.

Four ran a press conference for 150 media flown in from around the world, a webcast reaching hundreds more, and a series of high profile interviews and articles – and of course, one of the few photo calls ever run on the helipad at the Burj Al Arab.

Ray Eglington, Four's managing director - international, who was in the second helicopter directing the photo-shoot, said, "Only in Dubai would you see this level of ambition matched with this level of delivery. Our challenge was to make sure we got the right message across to the world's media – and the coverage so far has been fantastic."

For more information please contact: Ray Eglington, managing director - international E:

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