Deira City Centre continued with its annual mall-wide sale which has become known as "The World Famous Sale". This theme encom- passes the multicultural nature of Deira City Centre, its retailers and its visitors. People come from all over the world to visit the mall so this has become the core of our annual Dubai Shopping Festival activities. Since 2005 is the 10th Anniversary of the Dubai Shopping Festival, our objective was to really stand out and create an atmosphere in the mall that is true to the theme of DSF; "One World, One Family, One Festival". This was achieved through an impactful, consistent and creative campaign that uses striking visuals of international people from all over the world. These people are using unique modes of transportation in order to do whatever they have to do to get to the "World Famous Sale at Deira City Centre"!
Transcript
Deira City Centre continued with its annual mall-wide sale which hasbecome known as "The World Famous Sale". This theme encom-passes the multicultural nature of Deira City Centre, its retailers andits visitors. People come from all over the world to visit the mall sothis has become the core of our annual Dubai Shopping Festivalactivities.
Since 2005 is the 10th Anniversary of the Dubai Shopping Festival,our objective was to really stand out and create an atmosphere in themall that is true to the theme of DSF; "One World, One Family, OneFestival". This was achieved through an impactful, consistent andcreative campaign that uses striking visuals of international peoplefrom all over the world. These people are using unique modes oftransportation in order to do whatever they have to do to get to the"World Famous Sale at Deira City Centre"!
82% of retailers at Deira City Centre participated in the mall-wide saleby conducting strong sales promotions and adding special incentives(car raffles, gift with purchase, etc...) to increase average shopperexpenditure, build customer loyalty, frequency and traffic.
All DSF 2005 in-mall décor at Deira City Centre has been designedto carry the same theme as the overall advertising program. Theteam utilized as much area as possible to communicate the messageand all décor was designed in both English and Arabic to reach asmany customers as possible in an appropriate manner. The décor inthe mall was also designed to promote the fantastic offers availableat Deira City Centre as well as the amazing grand prize ofDhs.1 MILLION!
Every single item in the mall carries the same message for consistencyand reinforces the excitement of the activities. Deira City Centre wastruly hosting an event of epic proportions. A massive exterior buildingbanner further communicated our message to all passers-by.
"The incredible Dhs. 1 MILLION spend and win promotion" - For everycumulative Dhs.300 (U.S.$ 82) that customers spent at Deira CityCentre they received one raffle ballot to fill in to enter the draw to win theGrand Prize of Dhs. 1 MILLION at the end of Dubai ShoppingFestival 2005. This tactic assisted in meeting our aggressive salesobjectives by doubling average customer expenditure from Dhs.150(U.S.$41) to Dhs.300 (U.S.$82). 476,329 coupons were issued to shop-pers during the month-long festival!
"The CityWin Loyalty Card" - more chances to win at Deira City Centreby using your loyalty card when you shop to double your chances ofwinning. The Phase 1 Loyalty Grand Prize of the all newluxury Infiniti QX56 SUV was also given away to one lucky customer atthe end of DSF 2005. All staff were trained to encourage customers toparticipate in all activities.The CityWin loyalty program captured Dhs.40,139,097(U.S.$10,937,084) of expenditure during DSF and a remarkable 67% ofthe CityWin database visited Deira City Centre during the festival.
"The One Big World Promotion" in association with Samsung - an excit-ing interactive promotion at the center stage encouraged customers tosign up with their name and nationality (no purchase required). Allnationalities were recorded and a running tally was kept on state-of-the-art plasma LED screens to track the number of different nationalitieswho visited Deira City Centre. At the end of each week, 10 families eachwon Dhs.1000 (U.S.$275) shopping sprees to be used at the over 300stores at the mall.The center court stage installation also included a huge rotating globeas well as an educational multi-media display capturing the sights andsounds from various countries around the world, presented on multipleplasma screens making the event truly interactive.
Samsung was the ideal strategic partner for the “One Big World” inter-active event on the centre court stage attracting thousands of partici-pants every day.
"The Big World Family Quiz" - Every evening during the entire month-long event at 6pm, 7pm, 8pm, and 9pm a live interactive quiz show tookplace on the main stage pitting Deira City Centre shoppers against eachother to win fabulous prizes from Deira City Centre and Samsung.
Rebecca Abi Chahine (10 months old) was announced as the luckyDhs.1 MILLION winner. Rebecca and her family were ecstatic and planto invest the winnings for her education...
Over 10000 free taxi dinner bags were handed out to show appreciationfor frequenting Deira City Centre. Taxi drivers visited Deira City Centremore frequently during peak evening hours reducing customer waitingtime.
Deira City Centre broke a world record for “Mass Handshaking” at theend of Dubai Shopping Festival 2005. Representatives from GuinnessBook of World Records were in attendance to invigilate and present theofficial certificate. A fitting finale to the most succesful DSF ever!
The Dubai Shopping Festival 2005 was a resounding success for DeiraCity Centre with record traffic and sales results. Over 2.3 millioncustomers visited the mall with sales increases of +17% over DSF 2004
