What are the key highlights of this year’s event?
Dubai Summer Surprises (DSS) starts today and runs until September 5.
This DSS is unique in terms of entertainment, a major part of which will be held in shopping malls.
During DSS, visitors can experience something new every week. There are also many shopping incentives and a chance to win up to Dh4 million in prizes at a promotion being run in shopping malls.
With Ramadan and Eid offers providing incentives to shop through June and July, do you believe people are still looking forward to DSS?
I do. Visitors look forward to coming to Dubai for DSS. Our festivals have three pillars: shopping, winning and entertainment. The main differentiator here is the winning element as shoppers can participate in raffles and promotions offering prizes.
Have there been any innovative strategies employed by DFRE to promote DSS?
We have been at the forefront of digital marketing for many years. This year, we have made an even bigger investment in social media as a marketing tool. In addition to a revamped Summerisdubai.com, you can also check out Summer is Dubai on Facebook, Twitter and Instagram to see what’s going on in the city. We also intend to invite bloggers to experience the festival and know what’s great about Dubai in the summer.
Tell us three things that DSS offers that Dubai Shopping Festival (DSF) does not?
DSS may be viewed as DSF’s stepsister but that’s a compliment for DSF’s success. The Dubai Government initiated DSS during the warmer months for two key reasons: to boost business for the retail sector and to position the city as the summer destination of choice. So on the one hand, we have the government engaging the private sector in a mutually beneficial partnership to ensure the success of festivals such as DSS and on the other hand, we have leading malls, airlines and hotels offering great holiday packages, providing visitors the opportunity to enjoy their time in air-conditioned comfort with shows and street theatre while they hunt for bargains.
How do Dubai’s events compare on a global level?
As DSF celebrates its 20th anniversary next January, there are many factors, facilities and formats that we are proud to have pioneered that give our festivals global recognition. This is a city that has all the right ingredients to host mega events thanks to an abundance of world-class infrastructure, facilities, swanky shopping malls, climate-controlled indoor entertainment, the Dubai Metro plus hassle-free entry procedures.
