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A winner receiving his prize at the redemption point. Summer Fiesta is based on the idea that the traveler wins prizes in return for his or her purchases. The ideology is “Win before you fly”, and offers a prize pool of AED 1.0 million (US$272,264). |
UAE. Abu Dhabi Duty Free’s major seasonal promotional campaign, Summer Fiesta, has begun successfully.
The campaign is a follow-up to last year’s Frontier Award-winning Summer Adventure promotion.
Summer Fiesta is based on the idea that the traveler wins prizes in return for his or her purchases. The ideology is “Win before you fly”, and offers a prize pool of AED 1.0 million (US$272,264).
This year, for the first time, a “Scratch and Win” concept has been introduced; a system in which the traveler is an instant winner. Consumers buy an item, get a “Scratch and Win” coupon, scratch it, and win instantly.
Abu Dhabi Duty Free Managing Director Mohamed Mounib said: “During the first five months of 2004, the average spend per passenger at Abu Dhabi Duty Free has increased by +13.8% compared to the same period the previous year to reach an average spend per head of over US$36, while the total number of transactions has increased by +16.2%.
“Indications are that the Summer Fiesta promotion, with its aims of increasing penetration and increasing conversion rates, will push these increases even higher.”
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One of the Summer Fiesta theme decorations. Sales have risen dramatically in some categories since the promotion began. |
Sales have risen dramatically in some categories since the promotion began. For the first two weeks of the Summer Fiesta liquor and tobacco have shown a collective increase of +12.2% while Chocolate and Food sale figures have risen by +9.6%. Gold and diamonds sales have risen an impressive +29.0%, while significant increases have been noted for Hour Choice, a range of mid-price watches, (+94.7%), PRO SPORTS (+112.8%), Great Value (+124.5%) and Leather and Luggage (+66.5%).
“Last year’s Summer Adventure campaign resulted in a +20% increase in sales at Abu Dhabi Duty Free, and we are on target to beat those results this year with Summer Fiesta,” said Mounib
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