The Department of Culture and Tourism — Abu Dhabi (DCT Abu Dhabi) has announced plans to boost the emirate's consumer sector and support the reopening of malls through a destination-wide seasonal shopping promotion running from July 2 to Aug. 31, The ‘Unbox Amazing' campaign represents a strategic cross-government and public-private sector collaboration between Retail Abu Dhabi, DCT Abu Dhabi's retail sector platform; the Department of Economic Development – Abu Dhabi (DED); Visa, the world's leader in digital payments; the emirate's leading malls and retailers; and four leading banks, including Abu Dhabi Commercial Bank, Abu Dhabi Islamic Bank, Al Hilal Bank and First Abu Dhabi Bank. With the landmark, industry-wide partnerships uniting malls and more than 3,500 retailers across Abu Dhabi, Al Ain and Al Dhafra, Retail Abu Dhabi's ‘Unbox Amazing' campaign aims to promote the emirate's commitment to a safe and diverse retail environment for the country's consumers, and support retailers in liquidating excess stock built up during recent social movement restrictions. At a consumer level, ‘Unbox Amazing' will incentivise shoppers via an unbeatable series of promotions, brand discounts of up to 80 percent, Shop & Win rewards with Visa and leading banks, major prize giveaways and a series of rewarding shopping experiences underpinned by exclusive brand collections only available in Abu Dhabi. "Abu Dhabi's diverse retail sector is back in business with the emirate's most ambitious and economically impactful summer season promotion to date which, thanks to our landmark partnership with Visa and four leading banks, will provide a stimulus for a retail sector intent on recovery," said Ali Hassan Al Shaiba, executive director of tourism and marketing, DCT Abu Dhabi. "From Abu Dhabi city and Yas Island to Al Dhafra and our heritage heartland of Al Ain, the emirate's entire retail ecosystem is united for ‘Unbox Amazing', giving consumers the chance to enjoy and enliven their summer by taking advantage of huge value deals, rewards and savings." ‘Unbox Amazing' will feature a massive Shop & Win promotion where eligible Visa cardholders spending AED200 or more in participating outlets will automatically enter a series of prize draws run in partnership with Retail Abu Dhabi, Visa and the quartet of banks. Shop & Win prizes include Mercedes Benz cars from Emirates Motor Company and the latest technology products from Sharaf DG, amongst others. "We are delighted to partner with DCT Abu Dhabi on the ‘Unbox Amazing' campaign, which is a central pillar of Retail Abu Dhabi's exciting seasonal campaign," said Shahebaz Khan, Visa's general manager for UAE. "This strategic partnership is also in line with Visa's commitment to supporting local businesses and accelerating recovery of the UAE's retail sector. Equally, through our partnerships with Abu Dhabi's leading banks, we are pleased to offer eligible Visa cardholders exclusive deals so they can enjoy a more rewarding, secure and seamless shopping experience as they adapt to the ‘new normal'." To further encourage shoppers to head out and experience ‘Unbox Amazing', organizers have implemented comprehensive health and safety measures across participating malls during the campaign. These measures seamlessly align with DCT Abu Dhabi's recently launched Go Safe Certification, which enforces global safety and cleanliness standards across the emirate's hotels, attractions, malls, restaurants, theme parks and public venues. Consumers will be encouraged to take individual responsibility by adhering to safety guidelines to ensure a safe and enjoyable shopping experience for all. Safety measures include thermal scanning at mall entry points for shoppers, who will be asked to wear protective masks, the implementation of social distance shopping throughout malls, stores, cafes and restaurants, and regular cleaning and disinfection of all participating outlets. Contactless transactions will also be widely encouraged to limit person-to-person contact and exchange. To further ensure shoppers' safety, all staff working in Abu Dhabi's retail sector will undergo regular COVID-19 testing. "Our reopening strategy has been developed over several weeks in close co-operation with DCT Abu Dhabi, the retail sector and all relevant government departments, and is in-line with best-practice safety guidelines issued by local and global authorities," said Hamad Abdullah Almass, executive director of Abu Dhabi Business Center, Department of Economic Development – Abu Dhabi. "We are confident that we are delivering a safe experience for consumers who can now enjoy an amazing summer of unboxed shopping enjoyment in a retail environment safer than any other destination globally. "Unbox Amazing represents the first step in adapting to the changes the COVID-19 pandemic has enforced. Public-private partnerships can play a vital role in realising this goal by creating a safe shopping environment in line with to best international standards. "We must also commend the efforts of the Department of Culture and Tourism – Abu Dhabi in organising the Unbox Amazing campaign as a key driver for the revival of the business sector in Abu Dhabi," Almass added. — SG
