CONFIDENTIAL
8. Both tactical and climatic considerations suggested that
the scene should shirt to the United Kingdom for the second
stage, and a series of Inward Missions took place between
June and September in the course of which we sent home the
Fire Chief of Kuwait, a group of Kuwaiti importers of women's
clothing, three prominent personalities connected with
industrial development and a number of Kuwaiti journalists.
Detailed reports on these various operations have already
been made to the Departments concerned.
9.
The third stage, and climax of the whole operation was
the British Shopping Week which was held from the 10th to
the 18th of October: the Kuwait summer and the movable feast
of Ramadhan having imposed strict limits on the available
dates. Copies of the official programme are enclosed.
The Week aimed at producing, by a variety of promotional
devices such as fireworks, go-karts, all-in wrestlers, etc.,
a widespread awareness among the Kuwaiti public that a British
trade effort was in progress; and at attracting them into
the normal retail shops and showrooms where, as a result of
careful previous promotional work, a considerable range of
British goods was on display and available to be bought.
Fashion shows, a jewellery exhibition and a display of British
cheeses further stimulated on-the--spot buying.
The Week was
timed immediately to precede Ramadhan, always a big shopping
month, in order to take advantage of that traditional Kuwaiti
spending spree.
10.
The earlier stages of the Drive, although they stood on their
own feet as hard selling exercises, were also used wherever
possible to increase the impact and effectiveness of the Shopping
The inward mission of importers of women's clothing, for
example, attended the London Fashion Fair and bought about £200,000
CONFIDENTIAL
