Etisalat backing turns DSS into memorable festival for children

The region's communications leader said its change of strategy - it teamed up with DSS to provide a range of family entertainment instead of sponsoring single events - had paid off.

As the 10-week festival draws to a close on 27th August 2004, Etisalat has turned the spotlight on DSS's success in entertaining and educating children during their summer break.

Ahmed Bin Ali, Public Relations manager at Etisalat, said: "We are pleased that our association with DSS 2004 enabled it to be an even bigger success than it has been in previous years. By associating ourselves with such spectacular entertainment and learning options for young minds, we have gone a step further in reaching out to our customers."

"This year we decided not to sponsor any particular venue or event but to partner with DSS to bring the best of every option to children and families. Our involvement as a key sponsor has enhanced the fun and learning for scores of both local and visiting youngsters. We would have no hesitation in accepting any future invitation to be a part of such an important community initiative."

Laila Suhail, Project Director, DSS 2004, said: "DSS has benefited tremendously from the whole-hearted support given by our sponsors. By becoming a key sponsor, Etisalat has further consolidated the growing partnership between DSS and large corporate entities to help strengthen Dubai's retail and tourism sectors in the summer.

She added: "This mutual understanding and cooperation has also played a key role in ensuring that the DSS makes a huge positive impact on the lives of families and children during a 10-week period. We at DSS remain committed to making this annual summer extravaganza a most memorable occasion for residents and visitors, and for this, we will continue to count on the strong support of renowned organisations like Etisalat".