Abu Dhabi's Summer Fiesta on target to top last year

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The operator's ambitious programme of promotions, supported by key suppliers, looks likely to outperform its 2003 Summer Adventure

Abu Dhabi Duty Free's Summer Fiesta programme of promotions looks like improving on the success of last year's Summer Adventure campaign, according to the operator. The programme runs until August 31 and features a range of chances to win prizes under a scratch and win format, based on purchases made by customers.

Managing director Mohamed Mounib said: "During the first five months of 2004, the average spend per passenger at Abu Dhabi Duty Free has increased by 13.8% compared to the same period the previous year to reach an average spend per head of over $36, while the total number of transactions has increased by 16.2%. Indications are that the Summer Fiesta promotion, with its aims of increasing penetration and increasing conversion rates will push these increases even higher."

In the first two weeks of the campaign, sales have risen dramatically in some categories compared to the same period for last year. Liquor and tobacco has seen an increase of 12.24% while chocolate and food sales figures have risen by 9.61%. Gold and diamonds sales have shown an increase of 29.02%, while significant increases have been noted for Hour Choice (94.67%), PRO SPORTS (112.79%), Great Value (124.46%) and Leather and Luggage (66.52%).