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Sofitel Strengthens Luxury Positioning With Prestigious Golf Events Partnership
Golf to be the mainstay of Sofitel long-term major sponsorship. PR9.NET November 02, 2007 - Bangkok, Thailand - Sofitel, the prestige brand for Accor, continues its strong commitment to professional golf tours worldwide with major sponsorship and accommodation support for the last leg of Omega China Tour 2007, one of the leading domestic golf tours in Asia, which concluded in Beijing, last night. After five months of competition, the Omega China Tour 2007 wrapped up the tournament with a gala dinner finale held at the prestigious Sofitel Wanda Beijing. Sofitel, as a sponsor, offered the tour significant support especially in Nanjing, Xiamen, Shanghai and Beijing. The tour kicked off with the inaugural Sofitel Golf Championship at Sofitel Zhongshan Golf and Resort Nanjing last May. According to Robert Murray, Senior Vice President of Accor China, Sofitel and golf are a natural combination in China. "We are proud to partner with Omega China Tour 2007. Golf is rapidly gaining popularity in China and the tournament will play a significant role in developing Chinese golfers so that they can compete strongly on the world stage." he said. As part of Sofitel global re-positioning which will take place in Q4 this year, golf will continue to be the mainstay of its sponsorship. According to Murray, "Golf sponsorship is a perfect fit for Sofitel as it moves to become a major player in the very upscale luxury hotel market. Sofitel is the fastest growing luxury hotel brand in China and we already have a network of outstanding golf resorts in the country and the rest of Asia." In China, where Accor is launching seriously into golf as part of its dynamic China strategy to build market share in the leisure and MICE sectors, Sofitel leads the industry with three properties offering exceptional golf courses that cater to the leisure golfers as well as the most demanding players: Sofitel Boa & BFA International Convention Centre Golf Club on Hainan Island, 27-hole Gary Player designed golf course at Sofitel Zhongshan Golf and Resort Nanjing and Hill View Golf Club next to Sofitel Royal Lagoon Executive Resort in Dongguan in the Pearl River Delta region which is recently nominated for China's Leading Golf Resort by World Travel Awards, the most comprehensive and prestigious awards program in the global travel industry. "The sport has become an essential activity for leisure and companies' meetings or conferences, with huge growth potential in China. Golf sponsorship is definitely an ideal platform for us to showcase our world class facilities," said Murray. In Asia, Sofitel operates the Sofitel Dalat Palace & Golf Club in Vietnam, Phokeethra Country Club in Siem Reap, Cambodia, and Sofitel Palm Resort and Palm Resort Golf & Country Club in Malaysia. With a list of magnificent golf resorts around the world, Sofitel has had longstanding involvement in golf besides Omega China Tour. It is actively involved in golf in Europe, where the brand is a major partner of the prestigious Evian Masters in France, the second international women golf championship where Sofitel awards the "Sofitel Swing & Chic" trophy to the female golfer who had the most elegant gesture during the competition. In addition, Sofitel Thalassa Miramar in Biarritz is a long-term sponsor of France's oldest and most important amateur competition, the Biarritz Cup, first played in 1898. It was renamed the Sofitel Biarritz Cup last year. In Asia, Sofitel has extended its strong commitment to professional golf tours worldwide by signing a landmark agreement with the Asian Tour to become an Official Corporate Partner and the first Official Hotel Brand for the tour in August this year. With golf becoming a motivation to travel, Sofitel has created special golf offers on a dedicated internet address with fabulous destinations and exceptional greens which will delight all golfing fans: http://www.sofitel-golfspirit.com # # #
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