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The new Double Millionaire campaign transposes images to show the difference in lifestyle that would result from winning the US$2 million prize | |
UAE. Dubai Duty Free has launched “˜Double Millionaire’, a new addition to its world-famous prize draws, which offers 5,000 ticket holders the chance to win US$2 million.
Intended as a sister promotion to the long-running Millennium Millionaire and Finest Surprise luxury car draws, the Double Millionaire tickets go on sale today, 12 October, and are priced at AED2,000 (around US$550).
Tickets can be purchased at Dubai Duty Free in Dubai International Airport or online at www.dubaidutyfree.com.
The Double Millionaire promotion will be supported by a widespread marketing campaign, including print and online advertising. The creative, with its strap line “˜Live a New Life’, highlights the different lifestyle that the US$2 million prize would make possible.
Dubai Duty Free Managing Director Colm McLoughlin said: “We regularly review our promotions to ensure that we continue to appeal to all travellers and to our regular ticket buyers. Last year we introduced the one-off US$5 million Multi-Millionaire promotion to coincide with our 25th anniversary and the opening of Terminal 3. That was very successful and was won by a Dubai-based businesswoman, Ms Piya Bahirwani.
“We think that there will be a demand for the Double Millionaire and that it will be as successful as our ongoing promotions which are world famous and continue to capture attention,” added McLoughlin.
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Dubai Duty Free has become synonymous with its high-profile cash and luxury motor vehicle prize draws | |
The Finest Surprise luxury car promotion began in December 1989 and to date has resulted in over 1,400 cars being won by travellers from over 68 countries. The Millennium Millionaire, which offers 5,000 ticket holders the chance to win US$1 million, is now celebrating its 10th anniversary, during which time it has created 99 dollar millionaires from 24 countries.
Dubai Duty Free said there have been several cases of multiple winners, including 15 double winners in the Finest Surprise promotion. There has been one double winner in the Millennium Millionaire promotion – a Dubai-based Canadian who won US$1 million twice, in 2004 and 2009.
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