It's raining keys in the United Arab Emirates
More than 20,000 people in the UAE have the opportunity to take ownership of a gold key to the Gate in Ibn Battuta Gate Hotel's six million dirham, four-month promotion, ‘Unlock the Gate’.
Meanwhile, one of 2,000 platinum key holders could become the custodian of the key to an apartment lease for one year, among hundreds of other 'on the spot' prizes.
According to the hotel's executive assistant manager, Craig Cook, the 396-room hotel in New Dubai has gone all out to ensure that the community feels that the hotel and its seven outlets 'belong to them'.
Gold keys to the Gate are available at the Ibn Battuta Gate Hotel from the hotel's concierge team or any of the restaurants, as well as through a special market distribution.
"We will give a key to the Gate to thousands of people across the Emirates. All they have to do is to bring their gold key to the hotel when they dine, spend Dhs 250 - and play immediately to win fabulous prizes from meals, to instant discounts, to beverages and special stays at the hotel," he said.
The campaign will run at Ibn Battuta Gate Hotel until May 11 2011.
The Gate is giving away Dhs6m
Cook said that gold key holders can also win a special platinum key on-air as City 106.1, 92FM and Al Khaleejiah are all on-board and poised to give prizes in interactive competitions and banter, plus the opportunity to win one of the limited edition 2,000 platinum keys.
"The bounty of prizes on offer over the four months of Unlock the Gate tops the heady sum of Dhs 6m," said Cook.
"Indeed, the 2,000 platinum key holders will be entered into a grand draw and could win the key to a one- or two-bedroom apartment for one year at the Residences at Ibn Battuta Gate."
He confirmed that participants in Unlock the Gate can also become a platinum key holder by spending more than Dhs 5,000 at the hotel, and through the 7Days Ad7antage programme.
7Days is also distributing thousands of gold keys, and keys will also be given to those who pass certain productivity thresholds in booked business in conference and events or room bookings.
Creative marketing is 'key' According to the hotel's director of business development, Guy Epsom, Ibn Battuta Gate is no stranger to 'bullish promotions' in a bear market.
"Dubai is a marketplace that needs new marketing energy and we are not afraid to go all out, as Unlock the Gate shows. We have been open since October 2010, and this is already our second big promotion.
"We recently gave away more the Dhs 1.5m worth of prizes in a month long campaign with Dubai Eye 103.8...and we don't mean to stop here. Our team has come up with some great ideas and they are currently 'cooking'," said Epsom.
"Unlock the Gate will take centre stage at Ibn Battuta Gate Hotel for almost 16 weeks, giving UAE residents and visitors to Dubai ample chance to join in the fun and walk away with some incredible prizes, including an apartment for a year," Epsom enthused.
He also advised that the whole campaign is featured online at: thegoodlife.ae
"We have taken the new-era step of moving our consumer promotions online and we have created a dedicated space under the brand banner of The Good Life."
Michael Scully, managing director of the hotel's owning company, Seven Tides said that Unlock the Gate is the inaugural campaign to be featured as part of The Good Life.
Going forward, The Good Life is ready to welcome new hotels and outlets scheduled to join the four-property cluster under the Mövenpick-Seven Tides association.
The Mövenpick Hotel Deira opened its doors on January 1 2011, the UAE's first new hotel of the year. Two properties will open on the Palm Jumeirah in the next twelve months where the group already runs a successful restaurant at Oceana Beach Club - West 14th Grill and Bar.
Business brisk at the Gate Turning to business at the Gate, Scully said that the Ibn Battuta Gate Hotel has achieved occupancies of 62 per cent in the first twelve weeks of opening up to the end of the year.
"We are very pleased with the support shown from all booking profiles including corporate business from neighbouring zones such as Jebel Ali Free Zone and TECOM, as well as from individual bookings and walk-ins."
He confirmed that Abu Dhabi residents seem to really like the hotel - the first five-star property in Dubai on the road from the capital.
"Local residents and GCC visitors particularly like the offer at Ibn Battuta Gate. And, we were thrilled to have a wonderful mix for our first big party in Al Bahou on New Year's eve where we hosted more than 330 guests."
Al Bahou, or the Grand Hall is the hotel's central lobby area. It is vast measuring some 90 metres x 30 metres respectively.
Scully said that Al Bahou 'wows' the most experienced hotel guest with both its size and décor; it has 88 mammoth, eastern-style lanterns dangling into the large open space. It is also the gateway to the hotel's seven outlets.
Signature outlets play Unlock the Gate Mistral is the total dining, all-day restaurant - already a great favourite for Friday brunch, and Shanghai Chic is open for dinner serving authentic Chinese cuisine with an authentic team to match.
Rustic Italian cuisine is available for lunch and dinner at Sicilia, and Chor Bazaar goes all out with Northern Indian dishes as well as a three-drum tandoori at dinner.
Meanwhile, Moroc - the contemporary bar, lounge and terrace serves bites, hubble, bubbles and more from 5.30pm until 1am, seven days a week, with Laurent Perrier Champagne at Dhs 395 per bottle, house bubbles for free until 7pm, and two drinks for the price of one* from 7-8pm every evening in an environment where contemporary Morocco is the obvious design influence.
The hotel's Majlis bar and terrace is all taking part in Unlock the Gate, as is Pastane, for all-day gourmet treats.
Unlock the Gate for the good life at: thegoodlife.ae
*does not include champagne