John O'Donoghue, Minister for Arts, Sports and Tourism, was present among distinguished guests as he launched the official programme of events for September's Ryder Cup today, writes Paul Gallagher.

Amid much fanfare through the use of visual aids such as, a passionate percussion set; giant mythical-style creatures on stilts, an abundance of dry ice and flamboyant flares, this was still a glorified house-keeping exercise to highlight the itinerary for the three-day's of competition between Europe and America at the K-Club.

Key emphasis was placed on how best to derive maximum exposure and benefit for the whole of Ireland from the biennial team event. Acting as bookends to the show-piece, nothing will be spared when the opening and closing ceremonies attempt to encapsulate all the cultural highlights which this small island is famous for.

"World audiences will be exposed to Ireland's musical and dramatic heritage," explained O'Donoghue at the launch. "Few will forget the cultural impact of Riverdance or the fantastic Special Olympics opening ceremony. The Ryder Cup will be used to the same effect and by doing something different, I believe Ireland will be setting the standard for future hosts."

"The event will be a platform, which will enhance international perception of Ireland as a visitor destination and will create a tourism legacy for the country," added O'Donoghue.

RTE's Sharon Ni Bheolain, who will act as MC at the opening ceremony, was also on hand at Custom's House Quay to introduce and thread the guest speakers - Sean Quinn chief executive Failte Ireland, Tim Shaw, Ryder Cup Sales Director and Fintan Drury chairman Platinum One - as they each took their turn at the platform in front of Failte Ireland's green drape with a triumphant Padraig Harrington pictured above their slogan "Let's Play".

Drury's Platinum One company called upon the services of award-winning freelance producer and designer, Rupert Murray, to oversee the finer details of the ceremonial and entertainment events for the tournament, in his capacity as Creative Director. Murray was director of the St Patrick's Day festival from 1995-1999 and responsible for the Special Olympics opening ceremony at Croke Park in 2003.

Donal Lunny, co-founder of Planxty, has composed a specially commissioned Ryder Cup anthem to be played by 12 Irish musicians, full choir and 24-piece orchestra. MacTeo, an entertainment company who have worked on U2's Zooropa Tour and Nelson Mandela's Tribute Ball amongst other projects, are also on board.

Other notes of interest to emerge were Ryder Cup Race Day a the Curragh on Tuesday, September 19th. The highlight will be the Shelbourne Hotel Goffs Million Race, the richest race in Europe for two-year-olds. There will also be a Ryder Cup Gala Dinner at the CityWest Hotel during Ryder Cup week for players and dignitaries.

In the meantime a Ryder Cup Rewind initiative will go on tour to major towns and cities around the country. This state-of-the-art multi-media display highlights great Ryder Cup moments, particularly those of Irish interest, and offers a general history of the event.

As stated, nothing was spared. And this was just to announce the official sequence of events!