The Big Win, Dubai Duty Free launches its Multi-Millionaire Promotion

Launched to coincide with the operations 25th anniversary and to mark the opening of Dubai Duty Free at Emirates Terminal 3, the Multi-Millionaire offers 5,000 ticket holders the chance to win $5m.

Tickets for the Multi-Millionaire Promotion, which are priced at Dhs5,000 each, go on sale yesterday (Sunday, 26th October) and can be purchased at Dubai Duty Free in Dubai International Airport or online.

Commenting on this new promotion, Colm McLoughlin, Managing Director of Dubai Duty Free, said:

"Traditionally, we have introduced new promotions to mark major developments within the operation and the opening of Terminal 3 and our forthcoming anniversary in December certainly merits a sister promotion to our existing Finest Surprise Luxury Car and Millennium Millionaire Promotions. We think that people will like this new concept, where five thousand people have the chance to win $5m, and think it will capture their imagination."

Dubai Duty Free is no stranger to headline-making promotions. As far back as 1989, the operation generated massive media and public interest when it launched the Finest Surprise Luxury Car draw. This promotion, which offered 1,000 holders (tickets at Dhs500 or $139) the chance to win a top of the range car, began as a one-off promotion to mark the opening of a new extension of the duty free operation. That first car, a Bentley Mulsanne was won by Lebanese Simon Simonian. Passenger demand for a further Finest Surprise draw led to what is probably the longest running airport promotion of all time. To-date, Dubai Duty Free has presented 1,366 luxury cars to delighted winners from 68 countries.

McLoughlin, says:
"The Finest Surprise concept has been copied by many airports over the world and there is no harm in that. In 2002, we added Harley Davidson motorbikes into the draw, with tickets at only Dhs100, and since then a total of 132 bikes have been won."

In late 1999, in what was regarded as a bold step at the time, the Millennium Millionaire was launched. This promotion offers 5,000 ticket buyers the chance to buy tickets for Dhs1,000 and win $1m. The Millennium Millionaire was launched to mark the new millennium and the opening of Sheikh Rashid Terminal and in the intervening 8 years, Dubai Duty Free has created 89 dollar millionaires from 23 countries.

She adds:
"You never tire of presenting people with luxury cars, top of the range bikes or cheques for one million dollars. In many cases, the win changes their lives and that of their family and we have had many great human interest stories relating to our promotions. With the Multi-Millionaire, we take our promotions to another level and think that this is the perfect addition."

The Multi-Millionaire Promotion will be supported by a widespread marketing campaign, including print and online advertising. The creative hints at the endless possibilities that a $5m win would make to ones life.

The Multi-Millionaire launch kick-starts a series of celebrations that will mark Dubai Duty Free's 25th anniversary in December this year. The operation which more than doubled its retail operation with the recent opening of Emirates Terminal 3 currently employs over 3,500 staff.