Dubai gears up for DSF 2016

Dubai: Shoppers and visitors to Dubai are in for a series of extraordinary experiences during the 21st edition of Dubai Shopping Festival (DSF), the festival’s organisers announced on Saturday, launching its international marketing campaign a tagline, ‘Unwrap The Exceptional.’

The 32-day annual extravaganza will begin on January 1, and the campaign aims to reflect on what is in store in terms of experiences for the residents and visitors from around the world.

The global marketing campaign of DSF 2016, organised by the Dubai Festivals and retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), is targeting the key markets of GCC, China, Russia and India and will also reach new markets in the Commonwealth of Independent States (CIS), South East Asia and Africa, in addition to promoting DSF to the local audiences in the UAE.

‘Unwrap The Exceptional’ will reveal the many layers of the annual citywide festival with everything at the DSF being defined as a gift that is waiting to be uncovered and cherished. The tagline also reaffirms the fact that Dubai is at its best at this time of the year with an inspirational celebration that rewards by delivering exceptional experiences.

The marketing campaign will refresh the experience for visitors with a focus on creating a festival model that is well integrated with modern digital platforms aimed at raising the global brand awareness of Dubai. It also showcases DSF as an extraordinary shopping journey rather than a mere sales season. ‘Unwrap The Exceptional’ will also highlight the fact that DSF is the ideal platform for the public and private sectors to launch, innovate and showcase world-class initiatives.

The success of DSF year after year is based on the three pillars of shopping, winnings and entertainment and this year the marketing campaign will also highlight the unique themed concepts that have been created to elevate the offerings of DSF 2016.

The DFRE, in a statement, said: “Dubai Shopping Festival is an exceptional festival, so we have developed a campaign that aims to tell residents and visitors that they have an opportunity to indulge in an immersive shopping journey that means much more than buying products. Everything you buy, see and experience during DSF is a gift, whether it is incredible shopping, amazing winnings or spectacular entertainment. Indeed, DSF 2016 will see shoppers unwrapping the exceptional through numerous unforgettable and rewarding moments during the 32-day celebration”.