Seventeen member malls of the Dubai Shopping Malls Group (DSMG), have come together to launch ’Eidyat Dubai’ - an innovative campaign that supports the celebration of ’Eid in Dubai’, launched earlier this month by the Dubai Shopping Festival Office. Set to run from November 10th to December 2nd 2009, ’Eidyat Dubai’ celebrates the essence of the ’Eidyat’ tradition, with a theme inspired by the 38th anniversary of the establishment of the United Arab Emirates.

Themed around the number 38 to commemorate the 38th UAE National Day, ’Eidyat Dubai’ envisages 38 lucky shoppers walking away with various cash prizes. Designed in multiples of 38, the raffle draws will include 37 cash prizes of AED 38, AED 380, AED 3800 and AED 38000, with a mega prize worth AED 380,000. Coupons for these draws are available at the participating malls and will be given on purchases worth AED 200. The final raffle draw for this promotion will be held on December 2nd to coincide with UAE National Day celebrations and will be telecast live.

Speaking on the occasion, Majid Al Ghurair, Chairman of DSMG said: "The sense of family togetherness and the joy of giving is an inherent feature of Eid and it is customary in Muslim cultures to give ’Eidyat’ to our loved ones. The UAE National Day coinciding with Eid this year, gave us the opportunity to leverage the double celebration and highlight the intrinsic Arab cultural values. We hope the ’Eidyat Dubai’ campaign, which is in keeping with the objectives of the DSMG to promote shopping, retail trade and the mall industry in Dubai, will bring joy to many families."

Laila Suhail, Chief Executive Officer, DSF Office, said: "DSMG’s whole hearted participation in the ’Eidyat Dubai’ campaign is evidence of significant support by the shopping malls for all Government-related initiatives to boost the retail trade in the Emirate. Once again, the retail sector in Dubai proves its commitment and gratitude to the city and the UAE in general by insisting on sharing the joy of both, Eid Al Adha and the National Day, with the local community through this innovative campaign."

A new social initiative aimed at reviving the true Islamic values and Emarati traditions of Eid al Fitr and Eid-Al-Adha celebrations, ’Eid in Dubai’ was first launched by the DSFO in 2008. DSMG’s 2009 promotion builds on the considerable success achieved in DSFO’s ’Eid in Dubai’ campaign in 2008, which witnessed participation from more than 2.6 million residents and visitors through both Eid Al Fitr and Eid Al Adha.

The mall fraternity, under the aegis of DSMG has come together to make the promotion bigger this year. The 17 participating malls include: Al Ghurair City, Al Manal centre, Arabian Centre, Burjuman Centre, Deira City Centre, Dubai Marina Mall, Dubai Festival City, Ibn Battuta Mall, Lamcy Plaza, Mall of the Emirates, Mercato Mall, The Palm Strip, Reef Mall, The Dubai Mall, Town Centre, Twin Towers and Wafi City.