Dubai: The Dubai Events and Promotions Establishment (DEPE) has unveiled the main highlights of the 13th edition of Dubai Summer Surprises (DSS), that begins on June 17 and runs for 52 days till August 7.
With a budget of Dh60 million, this year's DSS includes international shows, musicals, events, shopping promotions across Dubai, and prizes to be won throughout malls.
Modhesh World, the region's biggest indoor edutainment venue, is also a major attraction of the DSS.
"We have endeavoured to present a spectacular combination of attractions that create a comprehensive holiday package for all visitors and residents in Dubai during DSS," Laila Suhail, chief executive officer of DEPE, said.
"These efforts are in line with our marketing slogan for this year, ‘Dubai, your summer destination of surprises'," Suhail added.
Marketing campaigns
Suhail also said that the Dh60-million budget has not only ensured the quality of events but has also supported DEPE in reaching out to audiences through diverse marketing campaigns.
"As the leading and the longest summer event in the region, it is imperative that we elevate our efforts in order to maintain our leading position. Catering to multi-national audiences is always challenging but we have succeeded in the previous years and we look forward to continuing our successful streak," she added.
Following the success of last year's opening, the DSS 2010 opening will focus on retail promotions across 25 select shopping malls where a purchase of Dh500 entitles shoppers to win vouchers from some of the best entertainment destinations in Dubai.
Shopping and raffles
"With more than 6,000 retail outlets participating and discounts of up to 70 per cent, shoppers can rest assured that brands of their choice can be bought at throw-away prices," DEPE said in a statement.
Every shopper is also rewarded for a purchase and individual malls are giving away cars, cash, and shopping vouchers.
Dubai Shopping Malls Group, one of the key sponsors of DSS 2010, is also organising a purchase-based raffle where shoppers can expect to win spectacular weekly prizes.
Signature Events form the core of Dubai Summer Surprises activities and were wholly conceptualised and implemented by the Dubai Events and Promotions Establishment.
The DSS Signature Events are chosen based on feedback from visitors and extensive research on visitor segments and choices.
Only the most popular events make it to the list.
