Emirates Millionaire Show targets film stars and financiers with DIFC tie-up

Details of the latest developments, which include an association with the United Nations Children Fund (UNICEF), were revealed during a limited access Iftar meeting at Dubai's luxurious Park Hyatt hotel to unveil the line-up of partners, associates and exhibitors.

Mr. Mohammed Al Najjar, CEO of Divine Events, with associate Qiass Issa, the CEO and founder of Arab Run, announced partnerships which will lead to the biggest collection of luxury brands in a single show and one of the leading humanitarian occasions in the region, incorporated into the DNA of EMS 2007."

Bahare Majd, Managing Director of Divine Events, said: "The show is one of the highlights of the social calendar and it is in its right place at the DIFC, where every major global financial institution is represented, and will take place at the optimum time - December 13 -15 - at the end of DIFF week. The stars and celebrities attending DIFF will naturally come on to EMS and the institutions in the Centre have shown an enormous appetite for what the show has to offer.

"Effectively, EMS will become one of the centrepieces of a month-long celebration not only of film and entertainment but of luxury and the establishment of a major regional financial centre. Yet at the heart of it will be one of the main humanitarian occasions in the region, the highlight of which will be a charity auction of rare and one-off luxury items."

All the proceeds of the auction, which will be managed by a top international auctioneer, and the cash raised through ticket sales when the show opens to the public on the final day, will go to UNICEF to reach out to thousands of children.

The items to be auctioned will all be donated, with partners, patrons and exhibitors at the show keen to participate. These include some of the top brands in the world, such as Arab Run, originators of exclusive luxury sports cars - such as the US$2 million Bugatti Veyron - drives and rallies; Alpha Tours and Falcon Aviation, providers of luxury, bespoke helicopter travel; and the CEO Club, exclusive preserve of top businessmen.

Among the exhibitors, Arabian Oud, the exclusive perfumier; Il Tocoo Divino, which is able to manufacture high fashion and haute couture items out of pure spun gold; Xexoo, maker of the most expensive iPods in the world; and the world's most expensive mouse creator Pat Says Now are all looking to showcase items that are certain to generate interest during the show.

The partnership with UNICEF shows the commitment to corporate social responsibility and adds a new element to the rapidly changing regional 'luxury' market, which is now firmly centred on UAE. It also fits neatly with the Dubai Cares campaign recently launched by HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. "Yes, the visitors to the show have money and enjoy luxury but at the same time they want to contribute to worthwhile causes," said Mr. Al Najjar. "Adding this element to the show sends out a timely message, especially during the Holy Month of Ramadan."