Dubai The City That Cares 2001 ends announcing next year's campaign

Abdul Rahman G. Al Mutaiwee, Director General of The Dubai Chamber of Commerce & Industry addressed the attendants from local departments' representatives, media and businessmen with a small speech that revealed the figures achieved by the campaign for this year. 'Here we come to the end of the 4th year of Dubai The City That Cares, after 38 days of continuous work and intensive efforts, looking forward for the coming year under the guidance of His Highness Sheikh Zayed Bin Sultan Al Nahian, UAE president, His Highness Sheikh Maktoum Bin Rashed Al Maktoum, UAE vice president, Ruler of Dubai and the patronage of His Highness Sheikh Mohammed bin Rashed Al Maktoum, Dubai Crown Prince, UAE defense minister', said Al Mutaiwee. He further explained the results of the campaign in figures: 'The results we achieved this year exceeded those of the previous one, in spite of the critical circumstances negatively affecting the region and the world politically, socially and particularly economically. The figures are as follows: achieving 22% increase in the participation of individual outlets, 15% increase in the participation of shopping malls, tripled participation of auto showrooms and agencies, in addition to the participation of the major trade groups: Gold & Jewellery Group, Electronics Group, Al Maya Lal's Group, Emirates Petrol Group and Al Karama outlets group that was established and announced by the Chamber last Ramadan for the campaign. In addition to the high participation, the sales figures of Dubai rocketed to reach around Dhs. 994 million, i.e. a 24% increase on last year's last.

Al Mutaiwee mentioned the participation of the hotels for the first time, offering better deals for tourists and achieving a 25% increase in their occupancy. He also discussed the role of the Chamber in covering all social aspects by religious, cultural, sports and artistic events that were presented for 38 days, the duration of DCC 2001. Unveiling the coming campaign of Dubai The City That Cares 2002, Al Mutaiwee said: 'We are proud to announce that DCC 2002 will last from 2nd November till 10th of December 2002 under the Islamic and Global Theme taken from the Quranic verse 'WE HAVE MADE YOU NATIONS AND TRIBES TO GET TO KNOW ONE ANOTHER'.

At the end of his speech, he thanked the DCCI board for the extended support to the executive committee, the main sponsor - Lootah Int'l - B C Gas- the support sponsor - American Express and all participating trade groups and individual outlets. He also thanked the sincere efforts of the coordination committee from the following local departments: Dubai Media Department, Department of Economic Development, Dubai Police, Civil Defense, DEWA, Dubai Municipality, DTCM and Naturalization & Residency Administration. 'I also extend my gratitude to the Chief Coordinator and the team of Dubai The City That Cares 2001 for their sincere efforts, as well as the different media channels that contributed in portraying the events of the campaign and conveying its success'.

After the speech a short documentary about DCC 2001 was played, followed by the final draw where the gifts were distributed among 5 winners.

After that a number of local companies and governmental bodies were honored for their participation in 'Dubai the City that Cares 2001'; Lootah International BC - Gas (main sponsor), American Express (sub-sponsor), Dubai Police, Dubai Media Department, The Civil Defense, DTCM, Department of Economic Development, DEWA, Nationality and Residency Department, J. W. Marriott Hotel, Mediac Communication & Promotions Company, Mirsla Sports Event Organizers Company, May Flower Company, Gold and Jewelry Group, Electronic Group, Auto Group, Jumeriah International Group, Dubai Shopping Malls Group, Datco Hotels Group and TNT.

5 Gems. One Treasure.
The events of Dubai The City That Cares this year attracted huge crowds seeking fun, pleasure and rewarding benefits, even more than it did in the past years. Dubai was geographically divided during the campaign into 5 major zones that comprised all individual and group outlets in high streets and shopping malls. The zones were named after precious gems; Ruby, Emerald, Turquoise, Pearl and Topaz. Each zone was decorated individually with the color of the gem it represented as the prevailing color that made it distinct from other zones. Moreover, each of the five zones had an entertaining oasis of restaurants and cafés, commercial kiosks that sold various items and a variety of social and fun events, games, shows and other interesting activities. The theme of Ramadan from a certain area in the Islamic world was represented in each oasis. Emerald oasis featured Ramadan in North Africa, Pearl oasis represented the Gulf countries, Topaz symbolized East Asian countries, Ruby oasis highlighted Middle Eastern countries, and the Turquoise oasis illustrated Central Asian countries.

General Positive Results
In addition to its focus on activating the retail sector, the campaign did not neglect its noble cause of supporting charity. The participating charitable organizations benefited from their kiosks that were located in the oasis, Dubai Charity Forum and Charity Boulevard. Furthermore, DCCI will distribute the allocated 20% of its total prizes to those organizations. The Chamber has also supported national industries as well as the art and cultural aspect. 'Bab Al Baraha' is among the distinct shows presented to the crowds during the campaign.

Sponsors got wide pan-Arab exposure and played a significant role as well through their private promotions and support to charity. The main sponsor was Lootah Int'l - B C Gas and the support sponsor was American Express. The religious aspect forced itself during the holy Days and was supported by the seminars and lectures of religious scholars organized by the Chamber.

Among the unique events of this year were the French kites show, Egyptian and Syrian whirling Dervishes, Moroccan Chants group, power, fakir and fire-eater shows and the Luminarium tent at The Turquoise Oasis. The Luminarium is brought for the first time in the Middle East and Africa in Dubai, and will last till the end of December.

Sports fans also enjoyed the Dubai World Cup for Communities organized by the Chamber and Mirsal Sports Events Organizers L.L.C during the campaign. The Egyptian community won the cup followed by the UAE team. Dubai Festival City was another festive site with Al Dahleez Village that revived Dubai's heritage and culture in special nights.

DCCI has always played an active role in the major events happening in Dubai, taking the lead during the month of Ramadan by organizing the joyful and beneficial campaign 'Dubai The City That Cares' ahead of all competition. This year's campaign attracted visitors from neighboring countries, benefited the sponsors, participants and shoppers and highlighted the significance of Dubai as an economic and tourist destination.


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