The Dubai Shopping Malls Group (DSMG) has joined hands with Dubai Summer Surprises (DSS) 2009 as a key sponsor.

This is the twelfth year that the Group is supporting DSS, a major event on the Dubai summer calendar.

“We are proud to continue our association with DSS and roll out a collective campaign with leading malls,” said Majid Al Ghurair, chairman of DSMG.

“Malls in Dubai have become destinations and mall based entertainment and associated activities are one of the key attractions during DSS,” he added.

“All through summer, shopping malls will transform into venues for live entertainment, competitions, workshops and other interactive programmes. The annual summer event which has helped to attract record number of visitors every year, is a great example of how the private sector and government can work together to boost the retail industry.”

This year’s programmes and promotions by DSMG will be announced by the first week of June.

Comparative figures show the dramatic transformation that DSS with the support of the Group has brought to Dubai’s retail sales. Total spend at shopping malls during DSS 2008 was recorded at over Dh1 billion ($272 million).

Laila Suhail, chief executive officer of Dubai Shopping Festival (DSF) office said: “We are delighted to have DSMG as one of our key sponsors for this year’s DSS. With the support of DSMG we will implement an interesting campaign to highlight Dubai’s retail offerings, revitalising the industry.”

“Our promotion with DSMG is one of the key success factors of every DSS. Campaigns are cost effective and create more impact when organisations come together to offer bigger attractions under the DSS umbrella,” she added. – TradeArabia News Service