DSF gives Etisalat a platform to reinforce UAEs position as a leader in telecommunications and ICT Fares Hamad Fares of Etisalat

Following its tremendous support at Dubai Shopping Festival (DSF) 2015, Etisalats strategic partnership with the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) and organisers of Dubai Shopping Festival (DSF), will span throughout DFREs year-round calendar of festivals.

At DSF 2015, the Etisalat Festive Park was a unique collaborative initiative between DFRE and Etisalat offering numerous visitors and residents the opportunity to experience an array of family-friendly events and activities at Zabeel Park. The partnership also saw DFRE and Etisalat present the World Premiere of The Smurfs Live on Stage a fantastic addition to this years DSF calendar of events .

In an interview with the Media Centre of DFRE, Mr. Fares Hamad Fares, Vice President - Corporate Communications at Etisalat, said that DSF, as the longest running festival of its kind in the world, provides Etisalat with a platform to showcase its advanced infrastructure positioning the UAE as a leader in telecommunications and ICT.

Speaking about the overall impact of DSF on the economy of the UAE, Mr. Fares stated that over the last 20 years, DSF has given a huge boost to the countrys GDP through increased trade and tourism activities during and after the month-long event. He added that increased hotel occupancy rates and dramatic rise in retail sales figures are a direct result and fitting indicators of the important role that DSF plays in accelerating the economic growth of the country.

In terms of improved connectivity during the DSF season, Mr. Fares said that Etisalats 3G and 4G networks offer speeds of up to 300Mbps, ensuring a pleasant mobile experience for DSF visitors. In addition, a special Visitor Pack a Wasel prepaid SIM is specially designed to cater to the usage needs of visitors.

What are the major changes and impact that the Dubai Shopping Festival has had on your organization over the past 20 years?
DSF is undoubtedly one of the most iconic entertainment and shopping festivals regionally and internationally. It presents us with a remarkable opportunity to reach out to millions of people, both UAE residents and visitors from different parts of the world.

In terms of sales during DSF, our numerous outlets in Dubai as well as other Emirates have recorded an increase, which is an indication of DSFs contribution to the UAEs economy.

Over the years, Etisalats network, services and products have evolved to meet the changing requirements of customers. We continue to provide seamless connectivity and services to DSF visitors, making their stay in the UAE a memorable experience. Supported by Etisalats 3G and 4G networks with speeds of up to 300Mbps, we wish the visitors of DSF a pleasant mobile experience. We have, in fact, a special Visitor Pack a Wasel prepaid SIM that is designed to cater to the usage needs of visitors.

In relation to your annual business plans and strategy how important is the DSF period to the success of your business?

The one-month long Dubai Shopping Festival has become one of the longest running festivals of its kind in the world. It successfully attracts millions of tourists who flock to the UAE, be it from the GCC or other parts of the world.

This gives us an ideal opportunity to reach out to a vast number of customers and influencers through concerted communications and competitive promotions at this time of the year. Importantly, it provides us with a platform to show case our advanced infrastructure, positioning the UAE as a leader in telecommunications and ICT.

What do you have during DSF in terms of promotions, events and prizes?

As well as our support to DSF, we have several on-ground activations and competitions that keep visitors engaged. Our social media competitions, especially, have garnered high engagement and interest from our online community. Winners have had the chance to attend concerts of Arab singing sensations Sherine Abdel-Wahab and Rabeh Saqer.

As the strategic partner of DSF, we supported the world premiere of The Smurfs Live on Stage that took place at the Dubai World Trade Centre. Another key attraction is the Etisalat Festive Park in Zabeel Park on weekends, a wonderful family extravaganza that includes a Magic Show, Football Freestylers Show, Magician Show, African Drummers Show and Jugglers Show, to name a few.

How important has DSF been to the overall economic development of UAE and promoting the Emirates around the world over the past two decades?

DSF has built a reputation as the worlds most sought after shopping events, playing its dominant role in establishing UAE as a global hot spot for tourism and entertainment. An array of never-seen-before as well as popular international shows and promotions are synonymous to DSF, all of which contribute to the success of the event as well as in promoting the UAE around the world.

DSF has, over the past two decades, immensely contributed to the countrys GDP through increased trade and tourism activities during and after the month-long event. Increased hotel occupancy rates and dramatic rise in retail sales figures are a direct result and fitting indicators of the important role that DSF plays in boosting economic growth of the country.

Through well-planned and strategic partnerships with both, government and private entities, DSF has been successful in promoting the countrys vibrant culture and heritage. It has also helped establish the UAEs position as one of the forward-looking countries in the world.

If you could sum up in just one phrase what DSF means to you as an organization what would that phrase be?

We believe that DSF is an integral and inseparable part of the countrys tourism and economic system.

What makes your partnership with DFRE and DSF unique in terms of your activities?
Our association with the DFRE as a Strategic Partner stems from Etisalats commitment towards supporting events that bolster UAEs reputation as a leading shopping and entertainment destination. It provides us with the unique opportunity to reach out to millions of residents and visitors through a series of family entertainment and cultural events, which is also a hallmark feature of the Dubai Shopping Festival.

What promotions and shows are you offering this DSF?
The Etisalat Festive Park is a unique concept that Etisalat is sponsoring this DSF. The initiative is a family-friendly attraction that has something for visitors of all ages and nationalities. The inspiration behind the event was to offer families the opportunity to spend a gala time together and enjoy the beautiful weather outdoors in the park.

A dedicated Etisalat corner at the park hosts several stage shows for kids to enjoy. Behind the DSF stage at Zabeel Park, a special Etisalat stand helps us interact with visitors, offer them service and product information through kiosks. Over the weekend, visitors can enjoy a Kids Magic Show, Football Freestylers Show, Magician Show, African Drummers Show and Jugglers Show, to name a few.