DSF called off, sponsors told

Dubai: The Dubai Shopping Festival has been called off as a mark of respect for the late Ruler of Dubai.

Sponsors and retailers have been instructed by the DSF office to withdraw or amend points of sale, advertising and marketing materials pertaining to the shopping festival, with immediate effect.

They have also been told to refrain from displaying the DSF Sponsorship Certificate/DSF Retail Outlet Registration Certificate.

In a letter issued to the sponsors yesterday, the DSF office said, all necessary permissions taken from Department of Economic Development for DSF promotions are valid and will cover the period i.e January 4 to February 4.

Official letter

"As the nation mourns the sad and sudden demise of our great leader, Shaikh Maktoum Bin Rashid Al Maktoum, we regret to inform you that the DSF 2006, scheduled to take place from January 4, to February 4, has been called off," said the letter, signed by Laila Suhail, DSF's chief marketing and communications officer. A copy of the letter has been obtained by Gulf News.

"The above has indeed raised many questions pertaining to DSF 2006, and in particular, marketing campaigns planned for the mega event.

"Further to our earlier e-mail and bearing in mind the huge investments involved, it has been decided to permit all key sponsors, support sponsors and retailers to continue their (marketing) campaigns, promotions, sale, offers etc until February, 4, without any relevance or mention of DSF or displaying the DSF logo."

DSF chief executive Saeed Al Naboudah told Gulf News an official notification will be sent out following the week-long mourning. "As it stands, the DSF is put on hold until further notice. However, we will get the right direction from the government when the official seven-day mourning period ends."

Market sources said, the DSF will not take place. All DSF signages are being taken off from the streets.

The decision comes as a blow to retailers as this year's DSF, its 11th edition, was supposed to have been the largest in the event's history.

Hundreds of retailers had stocked huge quantities of merchandise prior to the event that could not take off on Wednesday due to the demise of Shaikh Maktoum. Some of the promotions at various outlets are going on as usual.

With a budget of Dh85 million in direct marketing and administrative spending, the event drew 25 key sponsors, the highest number.

The Global Village, initially part of the DSF and later brought under the Dubailand management, re-opened yesterday.