THE RACE IS ON TO UNLOCK THE BEST OF DUBAI FOR A SUMMER FILLED WITH GREAT GAMES, PRIZES AND MORE ACROSS THE ENTIRE CITY!
Dubai, United Arab Emirates, 7 August 2020: Residents can unlock the best of what Dubai has to offer by taking part in Summer Unlocked, an exciting new race against the clock challenge that promises a summer filled with citywide adventures, family fun and super prizes.
Summer Unlocked is an action packed, ever expanding, fast-paced and dynamic challenge that gives participants a set period of time to complete a diverse and constantly changing series of tasks at locations including hotels, restaurants, malls, neighbourhoods, landmarks and more to win fun experiences, meals, family days out and more.
With 12 of the city’s most popular key opinion leaders (KOL) and prominent organisations taking turns to host Summer Unlocked and challenge members of the public to visit a new venue and tackle five new adventures, including purchases and experiences, the contest is a daily dose of exploration, thrilling discovery and a frenzy of family-focused fun.
The unique ‘passing of the baton’ concept makes Summer Unlocked a one-of-a-kind contest, with the different personalities and entities using social media to share five locations, best kept secret spots and must-visit destinations, along with a new challenge to be completed by players at each venue, before handing over to the next host to reveal their top picks.
Summer Unlocked is open to all, meaning everyone can participate by heading to different venues, tackling the fun challenges and unlocking their very own fun-filled adventure that reaches every corner of Dubai – the city is yours to enjoy!
To participate, players need to follow weekly Summer Unlocked hosts including Kris Fade, Fly with Haifa, Naomi Dsouza, Dalia Ali, Mthayel Al Ali and Saleh Al Braik and other KOLs, as well as Dubai Police and DEWA, as they post videos ‘unlocking’ their choice of the best places to visit and things to do in Dubai from the official Summer Unlocked box.
Each week three hosts will announce a pick of five venues and challenges that need to be completed within a set time frame at venues that could be, quite literally, anywhere in the city. The time allotted to each task is not set, and will be chosen by the challenge host.
While the challenges will vary each day, they can all be easily completed by players of all ages and abilities.
For example, fans who accept Kris Fade’s challenge on social media will need to complete five tasks such as watching the latest blockbuster movie at Reel Cinemas, visiting the exciting VR Park at Dubai Mall and sitting down to an afternoon tea at the Address Downtown hotel. Next, they will have to meet the amazing creatures that call The Green Planet in City Walk home before rounding off the challenge with some delicious Lebanese food at one of Kris Fade’s favourite restaurants, all within a set amount of time.
The radio presenter will end his social media post by handing the Summer Unlocked virtual ‘box’ over to the next exciting host.
Once a player registers at a new venue and goes on to complete all of the challenges in the allowed time, they will win their own virtual yellow box filled with vouchers offering amazing free experiences, meals and family days out at various attractions located all over Dubai.
As a great added incentive to complete each week’s challenge as quickly as possible and beat other players taking part in Summer Unlocked, the first 10 players who successfully finish all five challenges set by a host within the time period will win a special meet and greet with their favourite KOL.
However, this great extra prize is only for those who go above and beyond and act fast – so there’s no time to waste, make sure all of those challenges are completed in super quick time!
Taking in all of the city, from the beaches of Jumeirah, the stylish streets of Downtown Dubai, iconic skyscrapers of Dubai Marina to the bustling alleyways and courtyards of Dubai Creek and everything in between, Summer Unlocked is the ultimate citywide summertime adventure.
Summer Unlocked invites and inspires residents and visitors to head to the city’s best locations, discover hidden gems and local favourites that will reveal what an exciting destination Dubai is for everyone.
By taking part in Summer Unlocked and announcing their own venues and challenges, entities such as the RTA, DEWA and Dubai Police will help to bring the contest to the attention of even more of Dubai’s diverse community as well as visitors.
With 65 of the city’s best and most unique destinations and venues taking part, the Summer Unlocked challenge is a great opportunity for residents to visit exciting new places as well as revisit much-loved restaurants, malls, family destinations and more.
A unique, innovative and exciting citywide activation, Summer Unlocked perfectly complements Dubai Summer Surprises’ action-packed calendar of events, sales and promotions. Running alongside DSS this year, Summer Unlocked is a wonderful celebration of what makes summer in Dubai such an exciting time to be in the city.
The 23rd edition of Dubai Summer Surprises (9 July until 29 August 2020) is part of Dubai’s annual Retail Calendar that features major retail-based festivals, mega sales and exclusive retail experiences and attractions.
Dubai Summer Surprises 2020 is supported by key sponsor RAKBANK and MasterCard and strategic partners which include: Emaar (The Dubai Mall), Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Al Futtaim Group (Dubai Festival City Mall), Nakheel Malls (Ibn Battuta Mall, The Pointe, Nakheel Mall, Dragon Mart 2), Al Zarooni Group (Mercato Shopping Mall), Meraas (City Walk, Boxpark, The Beach, The Outlet Village, Al Seef, La Mer), Emirates Airline, Dubai Duty Free, AW Rostamani Group, Enoc, National Food Products Company and Etisalat.
To see the full calendar of events, please visit http://www.dubaisummersurprises.com and on @DSSsocial.
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About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)
With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.
About Dubai Festivals and Retail Establishment
The Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai’s Department of Tourism and Commerce Marketing, is responsible for developing Dubai’s retail and festival sectors and supporting the positioning of Dubai as a world-class tourism destination with year-round family entertainment, shopping and events.
For further information, please contact:
[+971] 600 55 5559
[+971] 4 201 7631