AGENCY

Hills Balfour UAE

United Arab Emirates

CLIENT

Dubai Government

Dubai, UAE

SITUATION

In 2017 Dubai took over the rights to The European Tour’s “Race To Dubai” annual golf tournament format. Objectives were to ultimately sell Dubai through the lens of golf to both golf tourists and general tourists who may golf when on vacation.

Action

A multi-channel, multi-audience marketing plan across the tournament calendar year. With specific digital films posted by world class golfers and then boosted through the European Tour and other key stakeholders including the most successful social film in history for Tiger Woods.

The development of a new web-based booking engine aggregating all courses in Dubai in a one-stop shop of all things Golf in Dubai.

Ongoing promotions for specific tournaments through social video competitions posted by the golfers themselves. Some examples include:

1.  Tiger Woods returning for Omega Dubai Desert Classic

2. Sergi Garcia and Anirban Lahiri tourism drive film

3. New Golf in Dubai website

Results

Tiger Woods’ most successful social content ever:

  • Over 8M film views across social channels
  • Global media coverage including BBC.com  homepage.
  • Sky News
  • Mail Online
  • Golf Channel US
Dubai golf