Hills Balfour
LEVERAGING THE RACE TO DUBAI

SELLING DUBAI THROUGH THE LENS OF GOLF WORLDWIDE

Challenge:

Although Dubai has an incredible golf offering, the Emirate had never taken a co-ordinated approach to attract a greater number of tourists through the combined efforts of the total golfing community

 

Solution:

Falcon and Associates, who manage the reputation of Dubai Internationally under the guidance of HH Sheikh Mohammed bin Rashid Al Maktoum had taken over the rights to Golf’s European Tour’s 'Race to Dubai' format.

We were tasked with creating the entire strategic marketing plan across a five year period to ensure the newly acquired asset was leveraged correctly and responsibly, ensuring engagement across many different audiences from stakeholders to golf holidaymakers to the European Tour’s golfers themselves. As part of this remit, we also created films with Tiger Woods, Sergio Garcia and Anirban Lahiri to promote The Dubai Desert Classic and the launch of the new Golf in Dubai website respectively.

The Tiger Woods film resulted in his most successful social content ever, with over 6.5M film views, global media coverage including the BBC.com homepage, Sky News, The Mail Online and The Golf Channel US.