The objective was to provide new and existing customers alike, with a genuinely once-in-a-lifetime experience.

Anyone who bought a new Singer sewing machine from a registered retailer across a three-month period was able to enter the promotion, which culminated in two days of classes for 25 lucky winners in July 2014.

The promotion has since enjoyed year-on-year success and led to a double-digit sales uplift in 2015. In 2016, the initiative returned for its third instalment.

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