Dubai Duty Free reaches 1,000th Finest Surprise milestone

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The longest running promotion in duty-free history reached a milestone this week when tickets for the 1,000th luxury car went on sale in the Dubai Duty Free Finest Surprise promotion.

The famous Finest Surprise promotion was launched in December 1989 to coincide with an extension of the then Dubai Duty Free. In June 1999 it was joined by its sister promotion, the Millenium Millionaire, offering 5,000 ticket holders the chance to win $1m. To commemorate the 1,000th Finest Surprise car, Dubai Duty Free is offering 1,000 ticket holders the chance to win a Ferrari 550 Maranello.

Initially intended as a one-off promotion, Finest Surprise was a unique concept when it started. Dubai Duty Free managing director Colm McLoughlin commented: "The initial response to the promotion was incredible and we quickly realised that this promotion could become synonymous with Dubai Duty Free. The car display on the shopfloor continues to make people stop in the tracks."