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As he returns to home soil this weekend for the Irish Open all eyes will fall on Rory McIlroy as a keen contender in the competition. As brand ambassador to Jumeirah Group, Rory will be front-of-mind across all the Jumeirah properties, however none more so than in the thoughts of the colleagues at 'The Swing Factory' at Jumeirah Carlton Tower Hotel in Knightsbridge.

A new nationwide survey illustrates what has become known as 'Rory Fever': 39% of 18-24 year olds in the UK are inspired to try golf for the first time following McIlroy's success at the US Open Championship. However, 68% of the same age group said they weren't aware of public facilities where anyone can learn and play.*

Guests visiting the Jumeirah Carlton Tower Hotel this summer can book private golf lessons with professional coaches in the state-of-the-art golf simulator, 'The Swing Factory'. Young enthusiasts will be taught how to perfect their swing at the driving range and then on some of the world's most famous golf courses including St. Andrews, Royal Troon and The Belfry.

The simulator is an excellent vehicle in which both adults and children can learn all aspects of the sport. Classes are one hour in length and can be booked for individuals or small groups.

A collection of memorabilia signed by Rory is also on display in 'The Swing Factory'.

Fellow Irishman Gerald Lawless, Executive Chairman of Jumeirah Group says;

“We are immensely proud to have Rory McIlroy as our brand ambassador. His approach to the game, his determination and grace on the course, as well as his modesty off the course, make him a superb role model and a great brand ambassador for Jumeirah – and for our promise of 'Stay Different'. That promise encompasses the delivery of imaginative and exhilarating experiences, which he provides amply to the millions of avid golf fans around the world.”

For bookings please contact 08702 717172

Prices: £237.50 for five classes (one hour per day) or £47.50 per class (paid and booked in advance). Each one-hour class can accommodate a maximum of 3 people.

*Survey commissioned by Burhill Golf & Leisure, 2011

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Notes To Editors:

About Rory and Jumeirah:                 
Jumeirah Group signed up Rory McIlroy as a global brand ambassador in 2007 as soon as he turned professional. The brand were able to sponsor him at an early stage in his career due to the fact that the Chief Financial Officer, Alastair Murray, lived in the same town as Rory's family in County Down, Northern Ireland. Alastair had watched the young prodigy grow into the world-class golfing phenomenon we are all witnessing today.

The foresight and recognition of quality quickly showed its worth when Rory snapped up the Dubai Desert Classic in 2009 and a victory at Quail Hollow, USA, in 2010. His inspirational performance to win the US Open at Congressional Country Club in Maryland USA so conclusively reflects the genius of the sportsman and the commitment of Jumeirah.

About Jumeirah:

Jumeirah Hotels & Resorts are regarded as among the most luxurious and innovative in the world and have won numerous international travel and tourism awards.

The Jumeirah Carlton Tower, situated in the heart of Knightsbridge, has been voted in the top three best hotels for service in the UK in the Conde Nast Traveller Gold List 2011 and 4th place for ?Best UK Business Hotel? in the 2010 Conde Nast Traveller Readers? Travel Awards. The hotel was also awarded a bronze award in the highly competitive ?Large Hotel of the Year? category at the Visit London annual awards in 2010, in recognition of its contribution to London's world-class tourism offering.

For interview opportunities, further information and photography please contact:

Blaire McColl or Harriet Miller at APR Communications

0207 351 2227 bmccoll@aprcommunications.com / hmiller@aprcommunications.com