DSF Office unveils second phase of aggressive marketing campaign with television commercial

The advertisement reflects the marketing theme for this year's festival that is focused on highlighting DSF 2008 as the Fifth Season.

While the slogan for the first phase of the campaign was 'A Fifth Season Will Bloom Soon in Dubai', the slogan for the second phase of the campaign is 'Bloom in Dubai's Festive Season'.

The theme of a festive fifth season places DSF as an exclusive period of festivities characterized by innumerable shopping opportunities, amazing entertainment events, and unbelievable prizes for shoppers.

Khulood Al Thani, DSF Marketing Manager said, "Our television commercials were produced keeping in mind the vast majority of television viewers who consist of a wide range of age-groups. The ad conveys the core characteristics of DSF that is shopping, winning, and family entertainment through the use of vivid imagery achieved through the latest technology."

The visuals in the advertisement focus on the four seasons in a year, building up to the idea of DSF as the fifth season. The commercial is part of the aggressive marketing strategy adopted by the DSF Office to highlight Dubai's position as the ultimate shopping destination in the region and one of the leading tourist destinations in the world today.

The DSF marketing campaign covers DSF as the festive Fifth Season and also highlights the elements of shopping, winning, and family entertainment. The television ad is currently being aired on all major local and regional television channels, in addition to satellite channels, and hopes to reach out to a wider audience across new and existing markets.