Curtains come down on Dubai Summer Surprises 2008

The summer extravaganza witnessed a tremendous response for its shopping promotions, entertainment, and amazing prizes organized for visitors to Dubai this year.

The highlight of DSS 2008 was the inclusion of the 'Tens of Surprises' theme where instead of Ten Surprises, numerous international entertainment shows were organized to provide visitors with an array of activities to choose from.

The DSF Office management and senior officials commented on the different aspects of the operations that have made DSS 2008 a huge success.

Laila Suhail, Chief Executive Officer of DSS 2008 began by saying:

"The apparent success of Dubai Summer Surprises 2008 can be attributed to numerous reasons but most importantly by the trust placed in us by HH Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and Ruler of Dubai, to name the DSF Office as a government department that made us to strive and elevate the standard of events organized this DSS."

She also stated that the "unstinted cooperation between the public and the private sector plays a significant role in the combined efforts to highlight Dubai as a leading world-class destination on all fronts."

Ibrahim Saleh, Coordinator General of the DSF Office said, "Organizing an event with a magnitude such as DSS requires cooperation from all quarters and this can be especially said of the numerous government departments that extended their coordination in ensuring and providing the highest standard of vital services needed to conduct DSS in a smooth and efficient manner."

Yousif Mubarak, Chief Operating Officer said, "The DSF Office laid down stringent quality standards while choosing events for DSS 2008 and the entire process of organizing 65 days of continuous events required a great deal of coordination with regards to time and logistics, especially concerning Modhesh Fun City."

He also pointed out that the DSF Office made visitors feel the festive spirit of DSS not only in shopping malls and Modhesh Fun City, but from the very moment they landed in Dubai at the airport.

Ahmed Ali, Manager of Modhesh Fun City said, "Modhesh Fun City proved, yet again, to be the favourite destination for families during DSS with hundreds of thousands of visitors within Dubai and the UAE, and from all around the region. Modhesh Fun City was able to attract an increased number of people this year by a combination of enhanced entertainment zones, more than half of the zones absolutely free, and the presence of international stage shows. All these factors contributed to the overwhelming success of the venue rightly dubbed the 'City of Endless Fun'.

He also added that the venue, located at Airport Expo Dubai, welcomed around 400,000 visitors this year, achieved in just nine weeks compared to ten last year.

Suhaila Gobash, Events Manager at DSF Office said,

"Our aim during DSS 2008 was to organize events for every visitor, irrespective of age and taste, and we succeeded in this endeavour by creating an itinerary of social, cultural, heritage, and sports activities across 65 days of DSS. The DSF Office also hosted international shows that made their Middle East debut during DSS and even one that made its world premiere in Dubai this summer."

Khulood Al Thani, Marketing Manager of DSF Office said, "Different marketing initiatives were employed to promote DSS over an increased geographical area this year. We were able to successfully communicate with our target audiences through road shows, workshops, and seminars organized locally, regionally, and on an international level. Apart from targeting the GCC, Middle East, North Africa, and Europe markets, the DSF Office ventured into China and Japan, two new markets that we will be exploring in the coming years."

Naser Hakim, Senior PR and Communications Officer at DSF Office said, "The media played a major role in assisting the DSF Office in disseminating key messages of Dubai Summer Surprises to our target audiences this year. Initiatives, like the 'Visiting Journalists Programme', were extremely successful where we hosted around 40 journalists from around the world for a first hand view of what DSS and Dubai is all about."