Modesh, the brand ambassador of the Dubai Summer of Surprises (DSS) campaign launched in 1998, will be seen in Dubai for 65 days from June 19 until August 22.
This family entertainment event for all GCC and Middle Eastern countries was originally organised with the aim of enhancing the economy and the tourism sector, in particular in Dubai, during the summer season.
Residents in Dubai and visitors welcomed the idea of an eventful, fun-filled summer for the whole family, and DSS has turned out to be one among the largest events in the region providing a combination of shopping, winning and entertainment. In 2007 there were 2,1 million visitors (compared to 600,000 in 1998) who spent a total of Dh3.21 billion.
The cartoon character ambassador embodies everything that the event stands for – fun, excitement, brightness and unlimited joy for children. Meaning ‘amazing’ in Arabic, Modhesh was launched in 2000.
The “surprises” were a series of themed events, but this year there will be more on offer than the previous one a week.
Events are to be held in shopping malls throughout Dubai, and will include a Sheila and Abaya fashion designer display, a kids Olympic games, Min Bladi, an event focusing on Emirati heritage activities and the World of Stories event where actors bring book characters to life.
More than 20 spas in Dubai will collaborate with the organisers (Dubai Shopping Festival Office) and offer guests discounted packages. Hotels and hotel apartments will also be offering offers, making summer an ideal time to visit the emirate. Shopping malls will host many DSS activities and offer promotions and discounts on a wide range of international brands. The Dubai Shopping Malls Group (DSMG), an umbrella organisation for Dubai’s many malls, will reward shoppers with prizes throughout the event.
For the 2008 event dubbed ‘Catch a smile this summer’ 16 leading local and regional business entities have confirmed their support. His Highness Sheikh Ahmed bin Saeed Al Maktoum, chairman, Dubai Airports, and chairman and chief executive, Emirates Airline and Group, thanked the sponsors for their support.
‘Dubai Summer Surprises is an event that has maintained its unchallenged status as the leading summer event in the region in addition to effectively contributing in exporting the image of Dubai as among the favoured summer destinations in the world. One of the main pillars of the DSS achievement has always been and continues to be the concrete and distinct cooperation between the private and the government sectors,’ he said.