DTCM behind DSS's global reach

The Dubai Summer Surprises (DSS) has grown and evolved over the years showing a remarkable upward climb in terms of popularity both locally and internationally. One of the key factors that has contributed immensely to the event's success is the support extended to it by Dubai Tourism and Commerce Marketing (DTCM), the international media partners of DSS. It's thanks to the comprehensive publicity and promotional campaigns by DTCM held in association with the DSS that the event today has become a household name in the neighbouring countries and has also won fan following in many other countries of the world.

The tourism department's role in promoting the event at a global scale falls in line with its main portfolio of promoting Dubai as a leading tourism and leisure destination. It also follows the pattern of a high degree of cooperation between various Government departments and institutions that have extended their wholesome support to making the grand summer event a big success over the past years. This year too the stage is set for a refreshing new edition of DSS and the marketing and promotional campaign is underway to spread a word about the events and activities for the summer of 2006.

Said Laila Suhail, DSS Executive Project Director, "The success of any event largely depends on its marketing campaign and I take pride in the fact that the cooperation of the Dubai Tourism and Commerce Marketing, our international media partners, has turned the UAE into a major summer tourist destination. The event's success in attracting tourists to its fold can be accredited to several factors highlighted by the introduction of new and innovative concepts coupled with intensive road shows and exhibitions inside and outside the country, the TVC, print advertisements and offers by the hospitality industry which serve as magnets while pulling in new visitors".

According to Laila, tourism can be further developed by effectively using old and new concepts. "The new concepts are based on presenting diverse tourism products in an effective manner to attract tourists and visitors from different parts of the world. Dubai is the first city in the Middle East to organise festivals and entertainment events to attract families. Following the grand success of DSS, this idea started spreading to other Arab capitals in the region," she said.

Laila also points out that the efforts made by the DTCM along with Emirates airline contributed towards better tourism performance and enhanced revenues. She says that the agenda of events is full of activities chosen very cautiously to suit the DSS message of "Big Fun for Little Ones" with the latest addition of Dubai Smiles All Summer Long. This slogan targets families from both within and outside the country," she said.

Commenting on the role of DTCM in formulating and executing the marketing strategy for the upcoming DSS 2006 Mohammed Khamis bin Hareb, Executive Director of Operations and Marketing of DTCM said that the department has adopted a clear strategy on promoting Dubai regionally and internationally as the promotion of iconic events such as the DSS fall under the overall promotion of Dubai as an ideal tourism destination.

According to Bin Hareb, intensive campaigns to promote Dubai and its various offerings have been launched in the worldwide market including the most reputed names in the tourism industry. The department has been actively promoting the emirate through its strong network of offices distributed in 15 countries of the world.

"Dubai now occupies a prestigious position on the world tourism map and DSS is one of the most important events on the department's agenda," he said.

"The recently concluded GCC road shows, workshops and oriental seminars are testimony to the high-level of cooperation between the two entities - the DSS and DTCM - to carry a massive marketing campaign that generated a very positive feedback from the public."

The GCC-wide road shows organised by DTCM ended on a successful note and proved the department's commitment to promoting Dubai as well as DSS across the region.

The DTCM is also conducting a comprehensive promotional campaign to boost the upcoming DSS. The campaign that has been launched internationally includes marketing programmes, media and advertising plans in all newspapers and magazines as well as television commercials to be beamed across the GCC channels and several other countries of the world. The underlying theme of this year's edition of DSS which says Dubai smiles all summer long reflects in the slick and lively television commercial. With its powerful conceptualisation and vivid imagery, the colourful Dubai Summer Surprises TVC invites participation from everyone across age, nationality and gender barriers.

Shedding light on the DTCM's marketing campaign for the upcoming DSS Bin Hareb mentioned that the promotional campaign will run parallel to the 10-themed weeks of DSS with no exception, while advertising campaigns in local newspapers and radio stations will be stepped up during the Food Surprises week, which is organised by the department from July 6 to 12.

"Dubai buzzes with activity throughout the year. During summer too Dubai hotels have shown very high occupancy rates, reflecting clearly on the popularity of the emirate and DSS is largely responsible for attracting tourists during the peak summer season. Worth noting is the turnout of visitors from the GCC especially families who come to Dubai during the DSS to partake in the fun, entertainment and shopping opportunities. DSS today is an event with mass appeal and its success is directly owed to the collective efforts made by the various Government departments and institutions," pointed out Bin Hareb.

The 10-week long DSS, which opens with Ice Surprises week on June 21, will continue with the weekly themes such as Arts Surprises, International Food Surprises, Adventure Surprises, Cartoon Surprises, Nature Surprises, Knowledge Surprises, Flower Surprises, Heritage Surprises and concludes with Back-to-School Surprises on September 1.