Travel Retail and Duty Free Business Intelligence    Saturday 26 July 2014

NEWS

Dubai Duty Free launches Multi-Millionaire promotion – 26/10/08

Published: 26/10/08

Source: ©The Moodie Report

By Dermot Davitt

UAE. Dubai Duty Free has introduced the Multi-Millionaire promotion, launched to coincide with the retailer’s 25th anniversary and the opening of its operations at Dubai International Airport Terminal 3.

The latest phase of its promotions drive offers 5,000 ticket holders the chance to win US$5 million.

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

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 US$5 million, and think it will capture their imagination,” added McLoughlin.

Dubai Duty Free’s promotions have been a hallmark of its activities for many years. In 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 US$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.

“The Finest Surprise concept has been copied by many airports over the world and there is no harm in that, “said McLoughlin. “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, the Millennium Millionaire was launched. This promotion offers 5,000 ticket buyers the chance to buy tickets for Dhs1,000 (US$278) and win US$1 million. The Millennium Millionaire was launched to mark the new millennium and the opening of Sheikh Rashid Terminal and in the intervening eight years, Dubai Duty Free has created 89 dollar millionaires from 23 countries.

“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,” said McLoughlin. “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 US$5 million win would make to one’s 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.

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