DSS to lure shoppers with exciting offers, bargains

Dubai: If you haven't already heard, this year's Dubai Summer Surprises (DSS) kicks off Thursday.

With the participation of 21 malls, the summer promotions are on and will continue until August 7, only a few days before the start of Ramadan.

Throughout the DSS 2010, 14 new BMWs will be given away in the course of seven weeks.

Two raffle draws will be held every week starting June 24, with the final draw taking place on August 7, according to a statement published on the DSS website.

Shoppers will get a coupon to enter the draw for every Dh200 spent at one of the participating retail outlets.

However, besides the usual raffle draws that take place during the Dubai Shopping Festival (DSF) and DSS, what is really happening this summer?

While DSS officials could not be reached for comment, some of the highlighted events mentioned on the website include a kids' fashion show and a junior chef of the year competition.

There is also a mention of hosting an "array of heart thumping concerts and soulful musicals," but no events have been listed under ‘Concerts and Musicals' yet.

"There's no reason it [DSS] should fail," said Alexander McNabb, group account director at Spot On Public Relations, a communications and marketing company.

"At the end of the day, it's a big sale and this year there's a hunt for bargains.

Challenges

"You're never going to get a Dubai hotel at the rates this summer. It's the time of the year when the emirate does good deals," he said.

However, McNabb said that the challenge is to make sure there are means of appeal. "You need to refresh what has been going on for a long time."

The city of Dubai has grown so much over the time that the effect of what used to be a big raffle no longer has the same impact on the people, he explained.

"The city's become so busy with what's going on that you really have to work to get the audience's engagement," he said. "It's a no-brainer it will work."

One element has remained unchanged at this year's 13th edition of the DSS and that's Modhesh, the popular DSS mascot.

Last week, Modhesh World, the 37,000 square metre indoor entertainment venue opened its doors and is featuring around 40 themed zones including a scooter zone, a 4D cinema display, and a mini zoo.

He's alright, said McNabb, speaking of Modhesh. "He's very popular with the kids. "But at this time of the year Modhesh is usually everywhere, where is he?" That we'll find out, throughout the DSS.

Who's in?

The following malls will take part in DSS 2010: Al Bustan Centre, Al Ghurair City, Al Manal Centre, Al Mulla Plaza, Arabian Center, BurJuman, Century Mall, Dubai Marina Mall, Dubai Marina Walk, Dubai Outlet Mall, Gold and Diamond Park, Hamarain Centre, Lamcy Plaza, Mazaya Centre, Mercato Mall, Oasis Center, Palm Strip, Reef Mall, Souq Al Bahar, The Dubai Mall and Town Centre.