Dubai readies global drive for Sports City

The planned 50 million square-foot sporting metropolis Dubai Sports City is to be introduced to the international media this autumn to attract property investors and event organisers.

An international PR drive will begin in October to stimulate off-the-plan property sales ahead of the 2007 completion of the first stage of construction, the £200m Victory Heights community surrounding an 18-hole championship golf course.

Selected national publications in major golfing markets will be briefed ahead of a major launch in London.

TTA Group, a division of Chime Communications that has been appointed to handle international marcoms for the City, will take responsibility for attracting residential and commercial investors, running press trips and producing press packs.

Although much of the interest will come from investors looking to rent properties to sports fans, TTA chief executive Tricia Topping said the push would concentrate on the property supplements of the nationals in international markets.

‘Sports pages and general news pages are excellent for raising awareness, but it’s the property and business sections where the responses come from,’ said Topping.

She added that the relative low cost of property in Dubai gave it a broad appeal. The PR campaign will also target potential commercial operators through the property trade press.

The £1.1bn development, backed in part by the United Arab Emirates government, has plans for four stadia.

Chime’s QBO Bell Pottinger sports division will implement a media relations drive to raise awareness of the site that will host a Manchester United soccer school, a David Lloyd tennis academy, a Butch Harmon School of Golf and an international cricket academy.

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