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‘My Round’ initiative proves a PR success

Hong Kong, 29 April 2010 - For the third year running, Two Up Front has played a key role in the success of the Ballantine’s Championship golf tournament in Korea.

The Hong Kong-based sports company once again handled worldwide PR for the €2.2 million showpiece and ran the on-site media centre at Pinx Golf Club on the holiday island of Jeju.

Almost 160 members of the media from Korea and overseas covered the event, which made headlines around the world with the presence of golfing superstars such as Ernie Els, Anthony Kim, YE Yang and Henrik Stenson.

A new feature of Two Up Front’s PR campaign this year was a series of off-beat interviews with some of the leading players called “My Round”. The interviews portrayed stars such as Els and Kim relaxing with a glass of Ballantine’s in the clubhouse bar and holding forth on a variety of non-golf topics.

“The idea was to portray the human side of these famous players and reveal something about their personalities,” explained Two Up Front editorial director Niall Donnelly. “The interviews proved very popular with the media, especially golf websites, where they are always looking for something a little different from standard golf-related quotes.

“It is an idea we could well repeat next year as the interviews worked well from both a media and tournament sponsor perspective.”

Despite the presence of so many big-name players, the European and Asian Tour co-sanctioned event was won by unheralded Australian Marcus Fraser – his first victory for seven years.

Golf is just one sport in Two Up Front’s catalogue of PR and publishing activities – the company also has extensive experience in rugby, tennis, football, motor racing and motorcycling.

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