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Tee Times helps kick off The Race to Dubai

Four Communications helped client Leisurecorp, the company behind Jumeirah Golf Estates, launch the inaugural Race to Dubai this week with the publication of the first edition of Tee Times, a newspaper for European Tour players, spectators and fans which will be published throughout the golf season.

The Tee Times, which was designed, written and produced by Leisurecorp’s and Four’s teams in London and Dubai, was published to coincide with The HSBC Champions in Shanghai, the first event on The Race to Dubai, which replaces the European Tour Order of Merit.  It was just one of a number of communications tools utilised by Four and the Leisurecorp team to help promote the competition, which will culminate in the Dubai World Championship at Jumeirah Golf Estates in November 2009.

Charlie Taylor, Senior PR manager for Leisurecorp, said: “The Race to Dubai represents a major investment for Leisurecorp and it’s important that people know who we are and why we’re involved.  The Tee Times is a great example of how we have reached our key stakeholders with messages that resonate.”

Ray Eglington, Four’s managing director – international, added: “Since we helped to announce The Race to Dubai a year ago on the helipad of the Burj Al Arab in Dubai, we’ve all been looking forward to the start of the competition.  This week’s activities are aimed at making sure the golf world knows all about Leisurecorp and its exciting role within the sport.”

Four has worked with Leisurecorp since October 2006 and its activities for the Dubai World company include strategic consultancy, sports sponsorship consultancy, media planning and buying and digital campaigns.


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