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Forever Dubai campaign: Impact on gold sales substantial

As a key sponsor of the initiative, the Dubai Gold and Jewellery Group in partnership with the Dubai Department of Tourism and Commerce Marketing (DTCM), is offering delegates, tourists and Dubai shoppers a chance to win 25 kilos of gold on spending Dh200 at its outlets that number more than 400, until September 25.

Tawhid Abdullah, Chairman of the Dubai Gold and Jewellery Group, said: "Although the promotional period for Forever Dubai is very short, we have managed to create a major impact with its awareness campaign amongst the resident shoppers as well as retailers. In the days to come, we expect to promote the City of Gold to many influential global visitors."

There is a concerted and well-planned strategy, which is expected to convert visitors into highly involved shoppers of the dynamic tourism landmark, the Dubai Gold Souq. Beginning from the airport, the shopping message about winning in the CIty of Gold is being reinforced through the welcome packs given to the visitors at the hotels, the in-taxi promotional material, the outdoor media as well as radio campaigns.

Deepak Suru, Managing Director, Himat Jewellers, said: "We have made special efforts to attractively display our international designs in platinum and diamond for the visiting IMF delegates. The promotional impetus received from the Forever Dubai could be seen in the first weekend of the campaign itself as shoppers, mostly residents, used the opportunity to buy their favourite jewellery and a chance to win the grand prize."

Mohammed Omar Khazimi, owner of Mohammed Hashem Khasem Jewellers, said: "We expect a high level of incremental revenues flowing in from the transactions during the later days of the campaign as the delegates start visiting the Gold Souq as well. Our outlets are fully prepared to offer the choicest range of merchandise to these visitors."

Manish Dhanak, a partner of Manish Gems, said that after reasonably good sales during the Dubai Summer Surprises, the sales level was going to be maintained during the Forever Dubai campaign.

• UAE