Dubai Duty Free becomes the only brand to win the ‘Brand Of The Year’ twice

Press release
Published July 12th, 2011 - 08:01 GMT

Superbrands today announced that Dubai Duty Free has once again won the coveted ‘Brand of the Year’ award at the seventh annual Superbrands Tribute Event, which was held at the Intercontinental, Dubai Festival City. Dubai Duty Free made history by winning this award for the second year in a row. Fifty two other leading UAE brands were also awarded ‘Superbrands’ status at the 'Oscars of Branding' evening, which was attended by the country's most prominent senior business, marketing and branding executives. 

“We are happy to announce that Dubai Duty Free has once again won the much coveted ‘Brand of the Year’ award for 2011 by scoring the highest points amongst all the brands that were nominated.  Dubai Duty Free has taken a relatively small local business and turned it into one of the most trusted and recognized brands internationally. That is real genius and the brand continues to innovate. We would like to congratulate them on this feat and wish them even more success in the coming year. I can't wait to see the next chapter in the book,” says Mr. Mike English, Director, Superbrands Middle East. 

Over the past twenty seven years, Dubai Duty Free has received more than 160 national and international awards in recognition of its customer service, trend-setting retail initiatives and marketing. Dubai Duty Free, which achieved record sales of US$1.27 billion in 2010, has been acknowledged as the largest single duty free operation in the world. “Despite the global economic slowdown, Dubai Duty Free has overcome the challenges faced by the global airport retail sector with its innovative promotions and initiatives, which have proven to be a huge success,” added Mr. English.

Accepting the award, Mr. Colm McLoughlin, Managing Director of Dubai Duty Free said, “We are delighted to receive the Superbrand ‘Brand of the Year’ award once again. The fact that we are the only Superbrand in the world to receive this honor consecutively is a great endorsement of our brand and organization. Thanks to all of those who voted for Dubai Duty Free as a Superbrand and I accept this award on behalf of the entire operation, all of whom are brand ambassadors in their own right.”

“The tribute event is a celebration of many of the country's strongest brands and in turn recognition of the people who work hard to ensure the success of their brands. To win the Superbrands award is a powerful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand's exceptional status,” Mr. English added. 

Fifty two top brands were awarded the Superbrands status out of thousands available in the UAE. The Superbrands Council, which comprises of some of the leading names in UAE business circles, compile the shortlist which is then scored online by more than 2,500 marketing professional. The brands that scored more than 80% of the total possible marks were declared Superbrands by the Brand Council. The brands, which meet the stringent criteria set by the council are awarded with Superbrands status. 

Most of the selected brands appear in the Superbrands UAE book, which traces the history and achievements of each of the brands. The 2011 Superbrands book is a coffee table book, which includes a two-page profile of each Superbrand tracing the foundation and development of the brand and a ‘Things You Didn't Know section’ highlighting interesting facts about the brand and its unique achievements.

Background Information

Dubai Duty Free

Founded in 1983, Dubai Duty Free recorded first-year sales of US$20 million and has grown into one of the biggest travel retail operator in the world.

2018 has been a milestone year for Dubai Duty Free which celebrated its 35th anniversary on December 20th and crossed the US$2 billion mark on 29th December.


"A Superbrand offers consumers significant emotional and/or physical advantages over it's competitors which (consciously or sub-consciously) consumers want, recognise, and are willing to pay a premium for."

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