The ‘Eidyat Dubai’ campaign organized by the Dubai Events and Promotions Establishment in coordination with Dubai Shopping Malls Group for the ‘Eid in Dubai’ celebration, raked in retail sales of AED 200 million in just 15 days, signaling a successful festive period for retailers and shopping malls across Dubai. Held across 17 participating malls under the aegis of Dubai Shopping Malls Group, the ‘Eidyat Dubai’ campaign concluded on December 2 with a raffle awarding 38 winners with spectacular cash prizes.
Niamh Brosnan, an Irish national residing in Dubai, won the mega ‘Eidiya’ of AED 380,000, with the winning number being picked from among thousands of coupons in the draw held at Dubai Festival City and telecast live on Dubai TV. In addition, 37 lucky shoppers also walked away with ‘Eidiya’ in multiples of 38, ranging from AED 38, AED 380, AED 3800, and AED 38000.
Taken completely by surprise on being informed that she was a winner, Ms. Brosnan said the fact that she had won had not yet sunk in. “I’m still finding it hard to accept that I actually won AED 380,000. At first I brushed aside the call as a prank but when the caller confirmed my coupon number, I felt a bit dizzy. AED 380,000 is an amazing amount of money to win and I owe it to my shopping trip in Mercato.”
A similar story of excitement was narrated by seven-year-old Jordanian, Nancy Omran. The young winner had won her family AED 38,000 as Eidiya and Nancy wanted to know what her father would buy her as a gift. Mr. Omran, a Jordanian national, sounded excited with his unexpected windfall. He pointed out that this was the first time they had won a raffle prize, although they always made it a point to shop during festival promotions. He had received six coupons when he bought AED1,300 worth of goods from IKEA in Dubai Festival Centre, and had entered the names of all his family members, but it was little Nancy, the third of his four children, who walked away with the prize. He planned to buy laptops and other gifts for the family members and also said the money would enable them to plan a second trip to the family home in Jordan.
The other winning coupon numbers are: 973170, 730494, 396178, 801132, 41284, 13864, 70554, 244096, 981441, 337225, 390823, 961639, 444607, 3866, 220043, 844840, 476163, 392379, 117998, 672074, 156905, 155690, 128366, 320326, 785331, 7860, 708356, 826654, 710662, 395498, 733267, 385035, 785699, 837650, 141432, and 165125.
Held from November 10th to December 2nd, ‘Eidyat Dubai’ was organised by DSMG in support of the celebration of ‘Eid in Dubai’, launched by the Dubai Events and Promotions Establishment (DEPE) (formerly Dubai Shopping Festival Office). The campaign which was held across 17 participating malls in Dubai, celebrated the essence of the ‘Eidyat’ tradition, with a theme that was inspired by the 38th anniversary of the establishment of the United Arab Emirates.
Congratulating the member malls that participated in the campaign, Majid Al Ghurair, Chairman of DSMG said: “The double celebration has received a tremendous response from residents and tourists alike as the entire city celebrated both Eid and UAE national day in a unique manner.”
Initial reports from the participating malls were upbeat and positive. Martina Boor, Marketing Manager of Dubai Festival City said: “”Eidyat Dubai” has been a traditionally strong promotion for Dubai Festival City with guests flocking to the Centre for the holiday shopping. The shopping centre has received some 140,000 visitors every day since the 'Eid District' was officially opened on 27 November offering multi-cultural musical entertainment, magical aquatic shows, Arabian heritage events and hospitality tents as part of the combined Eid Al Adha and National Day festivities.”
“As a key sponsor of Eid in Dubai,’ Arabian Centre was happy to support the Eidyat Dubai campaign, since it fitted exceptionally well with the profile of our mall. The campaign, which has been designed very creatively to incorporate both Eid and the 38th National Day celebrations, has been well received by our clientele, which comprises of a significant percentage of Emiratis, and we recorded a 20 percent increase in footfall over the Eid weekend,” said Mathew Thomas, Marketing Manager, Arabian Centre, one of the key sponsors of Eid in Dubai.
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