Abu Dhabi's Summer Adventure fuels strong July growth

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Abu Dhabi Duty Free's (ADDF) promotional campaign Summer Adventure has helped the operator record 19.5% year-on-year sales growth for the month of July.

Abu Dhabi Duty Free's (ADDF) promotional campaign Summer Adventure has helped the operator record 19.5% year-on-year sales growth for the month of July. The retailer said the promotion was its biggest ever and had been launched to ?revive an industry suffering greatly from international political circumstances?.

ADDF's July sales figures show liquor and tobacco as the leading revenue earner, followed by confectionery and fine food. The beauty category was the third biggest sector, followed by audiovisual and electronics and jewellery.

ADDF managing director Mohamed Mounib said: ?Summer Adventure is the biggest generic promotional campaign that we have ever done. The campaign has achieved its goal and increased penetration and average spend per head from $31.50 during March, April and May, to $34 [in July].

?We are very proud with the outcome of the adventure and we intend to enhance the concept and further introduce innovative promotional campaigns aimed at delivering the same objectives.?