Abu Dhabi Duty Free prepares new raffle

Tina Milton

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The retailer is to base the new format of its established prize draw on the results of a recent passenger survey

Abu Dhabi Duty Free (ADDF) is developing a new raffle concept after a recent passenger survey identified areas for improvement. Further details of the new concept are still being finalised, ADDF business development and marketing manager Niveen Ibrahim told RavenFox.com.

"We have asked our customers for opinions of various raffle mechanisms and prize structures," said Ibrahim, "and we are taking the results of the survey into consideration with a view to changing the prize structure of the raffle. We will be announcing the enhanced look of our campaign in the near future."

A survey of 1,000 passengers revealed that 60% had a high level of awareness of the Be A Millionaire raffle. Of those who were not aware of the raffle, 41% noticed advertising at the airport, while 27% said they heard about it from a friend. In comparison to other raffles on the market, 44% of the passengers though it was more interesting while 28% said it was more reliable.

ADDF recently changed the prize line-up to ensure a high level of passenger participation. It introduced a Jeep Wrangler instead of the Jeep Cherokee and a Mercedes S280 instead of the C200K.