Tuesday, July 21, 2009

Dubai Summer Surprises

An event to hold back the people of Dubai in sweltering summers...

Dubai Summer Surprises (DSS) was launched in 1998 and has become one of the major shopping and entertainment events held in the region. It consists of numerous exciting activities that include entertainment, shopping and raffle draws for fabulous prizes, DSS has become the ideal get-away for family entertainment during the summer months (Dubai Shopping Festival website, 2009). The first two editions of the Dubai Shopping Festival in 1996 and 1997 were a tremendous success and it paved way for plans to launch an initiative of a similar magnitude over a longer period of time in every summer season (Dubai Shopping Festival website, 2009).

DSS - A New Era
With the fast paced development of Dubai, DSS was bound to elevate its standards and structure to cater to the change and to promote the new Dubai for visitors and tourists from around the world. The annual summer event developed a new and innovative strategy on its 10th anniversary that made a huge impact and was a resounding success (Dubai Shopping Festival website, 2009).


Key changes included broadening the entertainment attractions to target all age groups, and the concept of ten weeks with each week presenting one Surprise was dropped in favor of many more Surprises along the whole period of the event. While the role of government departments is still vital, the responsibility of organizing the whole event now solely lays on the Dubai Shopping Festival Office.


Modhesh
Modhesh, the bubbly brand ambassador of DSS embodies everything that the event stands for – fun, excitement, brightness and unlimited joy for children. Meaning 'amazing' in Arabic, Modhesh was launched in the year 2000, and with a wonderful smile, instantly won over the hearts of thousands of children. Due to its overwhelming popularity, Modhesh now stands as a brand on its own and will have its own line of products and events for fans the whole year round with a majority of Modhesh activities being hosted during DSS. This year, its back with a new positioning in the mindsets prevailing in recession, with a good amount of sponsored money, and placing the amazing brand Ambassador Modhesh at every signage on roads, at every possible hanging boards, rejuvenating the people’s mind with its brightest yellow and royal blue color.


Dubai Summer Surprises, the region’s biggest and most awaited summer shopping and entertainment event, unveiled a series of exciting activities. The main elements of the summer extravaganza are named by the theme of “Surprising Dubai”.


‘Surprising Dubai’, incorporates all attractions of a vibrant city. The summer event offers includes some of the best shopping deals, world-class entertainment shows, prizes worth millions, and over 30 spas providing a rejuvenating experience (Dubai Shopping Festival website, 2009).


Apart from numerous new inclusions, one particular attraction that aims to stand out this year is titled ‘Cool activities at the beach’. Activities include rain parties, barbecue nights, covered sun beds, beach spa treatments, and sea food restaurants to name a few.


Signature Events, a series of theme-based activities and a major attraction during the summer, will have nine events this year including the Sheila and Abaya Fashion, World of Stories, Junior Chef of the Year Awards, Min Bladi Al Emarat, Arts Oasis, Kids Fashion Week, Kids Olympic Games, The Collectors, and the Photography Exhibition

DSS Sponsors
Malls and big business houses are the prime sponsors and contributors for Dubai Summer Surprise. Though mall tenants also contribute by providing prizes to winners in various events, competitions, and raffle draws. All such stores who participate in these events get publicity in sponsored radio shows, and other promotional activities.

List of events

World of Stories: (12 June - 23 June)
Organized to recreate the fantasy world of fairytales and fables, World of Stories brings actors to stage to enact celebrated tales like ‘Cindrella’ and ‘Jack and the Beanstalk’. The shows will be held in English and Arabic. A new addition this year would be presenting stories from the Holy Qur’an.


Kids Fashion Week: (16 Jul - 22 Jul)
A glitzy fashion show by all means, the DSS Kids Fashion show sees some of the latest trends in kids fashion from across the region and the world and some budding fashion models on the ramp. Brands at the 2009 Kids Fashion Week include internationally renowned labels.



Kids Olympics Games: (23 July - 29 July)
A competitive but fun-filled series of sport activities for children, Kids Olympics brings out the competition in children and their parents. A must-watch event for all families, the 2009 edition of Kids Olympics features two arenas to accommodate competitions for children of all ages.

The Collectors: (27 July - 7 August)
An exhibition of various artifacts and collectibles, visitors can find seasoned regional and local collectors and prodigies with their valuable treasures. The collectibles displayed include cars, stamps, coins, license plates etc.


Min Bladi Al Emarat: (1 July - 10 July)
A traditional event that focuses on Emirati heritage activities, Min Bladi has been a major crowd puller since it featured in In-Mall Events. The main attraction of Min Bladi is the competitions that are held to pick the best displays of local food and culture. The event is an authentic presentation of culture in the UAE.

Arts Oasis
: (9 July - 15 July)
A gathering of artists from around the world, Arts Oasis is an opportunity for all to meet some highly regarded and well-known resident artists and their works. Organised in cooperation with the Dubai Cultural Council, Arts Oasis 2008 will feature works themed on various cultures. The 2009 Arts Oasis will lay emphasis on the ‘Go-Green’ theme to highlight effects of global warming.

Sheila and Abaya Fashion: (27 June - 30 June)
A gathering of talented local Sheila and Abaya designers, the Sheila and Abaya Fashion is among the most glamorous shows in Dubai for local attire. Featuring the hottest designs and the coolest trends in the world of abaya fashion, the event also hands out the best designer award.

Photography Exhibition: (6 August - 13 August)
An opportunity for talented photographers to display their creativity, the exhibition attracts some of the best talents in the country. In 2009, the Photography Exhibition will be open to all talented photographers whose entries will be judged by an eminent jury for the DSS 2009 Photography Award. Another highlight of this event is the participation by renowned National Geographic.



Junior Chef of the Year Awards: (8 July - 14 July)
Among the most prestigious awards in the Middle East in the hotel industry, the Junior Chef Awards are recognition of culinary talent across the region. The jury for the Awards include Master Chefs from around the world. During the event, multi-national chefs battle it out to showcase their finest preparations in numerous categories. A spectacular culinary display lasting seven days, the Awards attract around 600 chefs from all over the GCC every year.


Shopping in Dubai – win with every purchase
Dubai’s shopping malls, known for their expansive size and architectural detail, will be one among the main venues during DSS 2009, hosting several DSS activities and offering unbelievable promotions and discounts on a wide range of international brands. Shoppers in Dubai have a multitude of shopping options on a wide range of tax-free goods including electronics, garments, and some of the finest jewellery collections in the region (Dubai Shopping Festival website, 2009).



The DSS 2009 Spa Packages – a rejuvenating summer
Visitors longing for some of Dubai’s summer retreats can head to the finest spas in the region. Over 30 spas in Dubai will collaborate with the DSF Office to offer refreshing and relaxing spa treatments to visitors. Visitors can choose from specialized treatments to discount packages. After an overwhelming response last year, the DSS Spa Packages return in 2009 with refreshing options to stay cool this summer. Some of the best spa specialists in the industry and a truly surreal ambience make Dubai’s spas every visitor’s ultimate relaxation experience (Dubai Shopping Festival website, 2009).



Modhesh
DSS 2009 will also see its ever-smiling mascot, Modhesh, in renewed vivacity throughout the event. As the iconic figure of Dubai Summer Surprises, Modhesh has now evolved to become a symbol of timeless excitement and exhilaration enthralling visitors all through the year, throughout the world. Known as the ‘Ambassador of Smiles’, Modhesh will undertake numerous goodwill tours around the region this DSS, visiting schools and hospitals to meet children.


Apprenticeship Programme and Visiting Journalists Programme
During the conference, other DSS initiatives such as the Apprenticeship Programme and the Visiting Journalists Programme were also presented. During the Apprenticeship Programme, the DSF Office will host students from different countries around the world for an internship during Dubai Summer Surprises. The Visiting Journalists Programme has been revamped for 2009 to include journalists and their families for a stay in Dubai to experience the festivities of DSS.

DSS 2009 Launch
This year the launch of DSS was held at the Mall of emirates (the mall rated with the highest footfalls) on 11 June 2009 with loads of activities with just one motive: “Hold back people within the mall throughout the launch day”.
The activities included:



  • Raffle Draws every hour for shoppers (Get raffles for every purchase over AED 200, stay inside the mall to get your gift shopping voucher worth AED 10,000)

  • Spot Modhesh at three different stores in mall and win prizes.

  • On the spot offers.

  • Discounts sale at participating stores for an hour- We entered Aldo at 6.15 pm and there was a rush as they were offering 40% discount for an hour

  • Events by media partner (Radio Channel) at Grand Atrium at mall.

  • Modhesh Merchandise at various stores.

2 comments:

  1. When I travel abroad, because I’m Columbian, I’m always one that they check twice and security and I’m the one that they open my bag and the one they pull to the side to check the visa.
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