Journalists' families invited to shop in Dubai this summer

PR BOOST: The organisers of the annual Summer Surprises event has invited fewer journalists this year but have invited their families too. (Getty Images)

The organiser of Dubai Summer Surprises (DSS) has said it expects the number of GCC visitors to rise this year, and has invited the families of 20 journalists in a bid to boost media coverage.

The annual shopping and entertainment event is organised by the Dubai Shopping Festival (DSF), who would not say how many visitors it is expecting this year.

However, DSF predicted that the number of guests from the GCC would rise.

Last year 2.1m visitors spent AED3.35bn at DSS, according to data provided by DSF.

“The twelfth edition of DSS is a challenge for not only the DSF office but for all those behind promoting Dubai as a destination, but let me assure you that we have planned and planned well to ensure that DSS 2009 will maintain the successful streak of previous editions,” said Rania Al Mughrabi, director of events strategy.

Part of that plan is to make sure visiting journalists like what they see, she added.

DSS, which has previously flown in around 60 journalists to cover the event, has cut that number to 20, but will allow each reporter to bring his or her spouse and two children this year.

Activities during the event are traditionally geared at families, and will include a children’s Olympic Games competition and a fashion show this year.

The invited journalists will mainly come from the GCC, reflecting an increased focus on the region as consumers in long haul destinations such as the UK cut back on travel amid the global recession.

A spokesperson declined to say whether the overall marketing budget had been increased.

Around 4,000 retail outlets are expected to participate this year and will offer discounts of up to 80 percent on a variety of consumer goods and leading brands, the organisers said.

Discounts at this year’s DSF and during the recent mid season sale were unusually steep, as Dubai retailers were hit by sliding consumer confidence.

The Dubai Mall, which claims to be the world’s largest shopping mall, is currently hosting its own shopping festival in order to boost sales following a lukewarm reception by shoppers after the November opening.

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READERS' COMMENTS

inviting journalists?
Posted by paul, Dubai, UAE on Wednesday 13 May 2009 at 14:59 UAE time

They're inviting 20 journalists plus their families and actually publicising the fact?

The whole point of 'jollies for journos' rather falls down if the public know you're buying the positive PR by bunging freebies to journalists.

This kind of thing is all supposed to be done under the counter, nudge nudge, wink wink etc. Otherwise when the positive stories hit the media, everyone knows the journos are just doing it for the cash.

Odd
Posted by Doug on Thursday 7 May 2009 at 14:43 UAE time


Why on earth would anyone travel to a country for shopping at a time of year when you're drenched in sweat if you go outside for more than 30 seconds, you can't get a cab, and where prices are 20% higher than 'rip-off' Europe?

Journalists' families invited to shop in Dubai this summer
Posted by Mohd Sageer, Dubai, UAE on Thursday 7 May 2009 at 07:38 UAE time

This is one reason the jounalists being relegated to the status of being just paid writers with no conscience. Yes, the families of the jounalist may get five star treatment free of charge. But the people who pay for the flight ticket and visa fee as tourist will get a real value for thier money ?..
What entertainment does Dubai offer at an efforable price ?

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