A weeks worth of activations provides fitting end to Race to Dubai
The DP World Tour Championship brought the European Tour’s Race to Dubai to an end, with Englishman Danny Willett raising the trophy and completing a long-awaited return to form. The prize giving ceremony also marked the end of a big week for us, with our Middle East teams heavily involved with the Rolex Series event for the first time together.
Our Live team have delivered the spectacular event look and feel, branding, signage and wayfinding on behalf of the European Tour every single year since the tournament's inception in 2009, and this year was no different, rounding off an exceptional season for our specialist golf team. However, 2018 was extra special as it marked the first time that our Brands team was also present at the event in a consulting and activation role on behalf of our newest client, title sponsor DP World.
DP World is one of the world’s leading enablers of global trade, operating over 40 marine terminals worldwide, and one of the UAE’s most successful international businesses. We began working with the Dubai organisation in September, on a long-term mission to help shape a new sponsorship narrative for the brand and build an activation program that delivers measurable ROI across the next few years of their partnership the European Tour.
The week began on board the iconic QE2. Now permanently docked in Dubai and owned by DP World, it was the perfect venue to kick-off tournament week and celebrate ten spectacular years of DP World’s title sponsorship. Mid-afternoon, three of Team Europe’s victorious Ryder Cup players, Francesco Molinari, Jon Rahm and Thorbjorn Olesen, teed off from a specially constructed tee box on the Upper Deck to try to reach nine floating targets representing the past nine tournament winners, whilst European Captain Thomas Bjorn was on the water observing their efforts from the comfort of his yacht, as part of a piece of hero content that has been released across European Tour channels.
Later that evening, we delivered a VIP event for 75 of DP World’s top customers and stakeholders – ‘Enabling Smarter Conversations: the role of innovation, performance and global connectivity in sport and business’
also on the Upper Deck terrace. The exclusive live panel discussion featured European Tour CEO Keith Pelley, Ryder Cup stars Thomas Bjorn and Ian Poulter, and DP World executives Mohammed Al Muallem, Chief Executive Officer & Managing Director, UAE Region and Daniel Van Otterdijk, SVP Group Communications.
Throughout the four days of the tournament we helped deliver the VIP guest management programme for 240 DP World guests per day, the official pre-tournament Pro-Am, the official pre-tournament party and the sponsors golf day post-tournament.
We also managed the delivery of all contractual rights, stakeholder relations, and carried out a PR and digital content programme which saw DP World ‘owned’ and ‘earned’ content featured across the likes of Sky Sports, BBC Sport, Dubai Sports, CNN, Reuters, and CNBC. Activity was channelled through top tier interviews with DP World spokespeople, press releases, features, social media, and a bespoke video content service.