The Dubai Racing Club ("DRC") is responsible for the Dubai International Racing Carnival, which begins this evening and culminates with the world's richest race, the US$6m Dubai World Cup (Gr.I), sponsored by Emirates Airline, on March 25.

In 2006 the DRC have taken the novel approach of including a blog in their Carnival marketing armory.

Athlone & Associates Ltd won the mandate for the job - our second "world first" (the Athlone blog being the first in the world to deal with thoroughbred marketing; the Dubai International Racing Carnival blog being another first of its kind as well).

I've spent the past 3 months working on the project which went live yesterday. I have also been retained as one of the blog writers for the next 10 weeks.

If you click on the picture (above) you will be taken to the Carnival blog.

I must say, it has been an extraordinary job to be involved with and I sincerely hope people get even 1/10th of the enjoyment out of reading it as I did in assisting in creating it !