Just like there are only 7 basic jokes in the world, also there are also only about 4 basic marketing offers. This is a nicely disguised reverse '2 for 1' offer with a spin to connect into the local culture. i.e. fly free the first time and then pay to fly again. Well done to Fly Dubai for thinking out of the box and not just doing a 'me too' promotion.
The Gulf airlines need more of this type of thinking at all levels.