Campaign expected to boost jewellery trade by 50% during DSF
AED 3.5 million worth of gold up for grabs
Additional opportunity to win up to AED 3 million in cash on purchase of diamonds, pearls and watches
Participation from over 200 jewellery retail outlets
In association with the World Gold Council and supported by seven key sponsors- Damas Jewellery, Joy Alukkas Jewellery, Atlas Jewellery, Chittillappilly Jewellers, Malabar Gold, Meena Jewellers and Sky Jewellery
Dubai, UAE; January 11, 2011: Dubai Gold and Jewellery Group has unveiled the details of its much awaited Dubai Shopping Festival promotions offering customers unprecedented opportunities to win kilos of gold and instant cash prizes. 'Bag of Fortune', the 32 day mega campaign starting from January 20, 2011, offers jewellery customers an amazing chance to win 21 kilos of gold worth AED 3.5 Million through raffle draws. Over 200 jewellery retail outlets across Dubai will participate in the campaign which presents shoppers a daily chance to win half a kilo of gold; and a bumper prize of five kilos of gold on the last day of the spectacular festival. To take part in the fantastic winning opportunities, customers need to spend only up to AED 500 on gold jewellery purchases at any of the participating outlets.
In addition to the kilos of gold on offer, there is also an opportunity to win AED Three Million in cash through a special 'Scratch n Win' promotion that is aimed at shoppers of diamonds, pearls and watches. Anyone spending up to AED 1,000 on diamond jewellery, pearls or watches is entitled to one 'Scratch n Win' coupon along with two gold and jewellery raffle promotion coupons, thus doubling their chances at the winning stakes!
Commenting on the launch of 'Bag of Fortune', Anan Fakhreddin, DGJG Chairman & Board of Director, said: "It is that time of the year again when everyone gets ready to avail the fantastic winning opportunities, promotions and bargains that Dubai Shopping Festival offers. The whole city comes alive during DSF and our 'Bag of Fortune' campaign will add a touch of glitter to the festivities offering amazing opportunities for shoppers to take home kilos of gold free and instant cash prizes. There is a total of 21 kilos of gold to be won this DSF and with the appreciating value of gold, this is a chance not to be missed.
"Dubai Shopping Festival has always been a peak season for Dubai's jewellery trade. Our promotion this year is expected to boost sales by at least 50%. Even though gold prices are at a record high, people still look at it as a safe investment. Also, DSF will bring in more tourists who have traditionally driven Dubai's jewellery sales. With Dubai's strong positioning as the 'City of Gold' and 'Jewellery Destination of the World', gold and jewellery purchases are on the shopping list of most visitors. Gold Souq, the traditional centre of Dubai's jewellery trade, is all set to welcome more visitors and residents this DSF; and retailers are preparing to meet increased demand. "
Started in 1996, Dubai Gold and Jewellery Group and World Gold Council have supported Dubai Shopping Festival and Dubai Summer Surprises over the years, offering 650 kilos of gold free so far.
Ibrahim Saleh, Festivals Coordinator General and Deputy CEO of Dubai Events and Promotions Establishment (DEPE), said: "The Dubai Gold and Jewellery Group witnessed its first launch with the start of DSF and it grew and developed alongside the festival, playing an important role in enriching DSF's events by offering spectacular prizes that contributed in positioning Dubai as the City of Gold and Jewellery.
"We are very happy to be partnering with DGJG this year as they unveil the gold raffle which has been one of the most exciting raffles of DSF and will be even more exciting during DSF 2011."
The 'Bag of Fortune' campaign is in association with the World Gold Council.
Yogaani Bhatia, UAE Country Manager for the World Gold Council ("WGC") commented: "We have been proud supporters of the Dubai Shopping Festival in association with the Dubai Gold and Jewellery Group for over a decade, and are delighted to be involved once again. The WGC played a key role the inaugural gold promotion in the first year. The festival is always a wonderful way to start the year, and after seeing good demand in 2010, we are looking forward to a successful 2011 for the gold industry."
Key sponsors of the campaign are Damas Jewellery, Joy Alukkas Jewellery, Atlas Jewellery, Chittillappilly Jewellers, Malabar Gold, Meena Jewellers and Sky Jewellery
Winners of the campaign's half kilo of gold will be announced on a daily basis by the Dubai Gold & Jewellery Group and the mega winner of five kilos of gold will be announced on the last day of the festival.
The campaign runs from January 20th to February 20, 2011.
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About Dubai Gold & Jewellery Group
Formed with the support of the Dubai Department of Economic Development in 1996, The Dubai Gold & Jewellery Group (DGJG) is a trade group for the Dubai jewellery industry with around 800 members representing all sectors of the trade, including bullion, manufacturing, wholesale & retail. The Group has since then evolved into a prestigious trade body committed to developing and sustaining Dubai's status as the 'City of Gold' and 'The Jewellery Destination of the World'.
DGJG works closely with Dubai Municipality to ensure that Dubai maintains its standards of providing quality jewellery to its consumers. The Group helps maintain standard gold retail price to ensure customer confidence. Internationally, the Group gives its members an opportunity to exhibit their products through the 'Dubai Pavilion' which is hosted in leading international jewellery exhibitions. It also organizes the City of Gold Conference which has brought international attention on Dubai's positioning as the City of Gold. DGJG further represents the interests of the trade through liaising with government organizations. Its Board of Directors includes representations from Dubai Customs, Dubai Central Labs (Dubai Municipality), Dubai Events and Promotions Establishment which is part of the Department of Economic Development, and World Gold Council.
For more information, please contact:
Lisa George
Iris PR
Dubai, UAE
E-mail: lisa@irispr.net
Mob: 00971508718561
© Press Release 2011
