BurJuman in London, Riyadh and Bahrain

The campaign promotes BurJuman through colourful billboards placed in key world capitals. This is the first time that a shopping mall in the UAE has used billboard advertising in key locations in the world. So far, the attractive billboards have been placed at vantage traffic points in London, Riyadh, Jeddah and Bahrain, and more of these will be placed in other world capitals.

The hoardings vary in size, with the biggest being 48 x 14 ft. They use different images together with the slogan, "A Better Class Of Shopping in Dubai" to illustrate the premier shopping icon in the Middle East.

Mr. Eisa Ibrahim, General Manager of BurJuman, said: "This initiative has made an immediate impact. UAE nationals who had seen it in London and Riyadh said they were delighted to see Dubai being promoted in this fashion. We have had calls and queries from many others who had seen the BurJuman advertisement while driving from London's Heathrow airport.

"Eye-catching bill-boards are usually well received in any corner of the world, and are a good way to attract people and powerfully convey messages. The bill-boards have high visibility and are placed at strategic locations for better impact. For instance, it has been estimated that more than 1.5 million vehicles a month pass by the hoarding that has been placed in London. The images used in the current campaign have also been selected carefully to reflect the international flavour, as well as the sensitivities of the region".

He added: This is a significant addition to our marketing campaign to promote the mall as an international destination for shopping and leisure. With the countdown underway to the opening of the redeveloped mall, we felt the time was right to take our promotional strategies abroad to further raise awareness in our target markets and help reach a wider international audience. Also, our current campaign will give a major boost to our participation in the World Travel Market in London in November, through yet another exciting partnership with the Department of Tourism and Commerce Marketing in Dubai".

BurJuman is currently undergoing a major transformation into a total destination through a Dhs. 1.4 billion expansion project that will make it a benchmark for shopping in the region. The massive redevelopment, which has entered its final construction phase, will almost treble the size of the existing shopping area and also include a luxury residential complex and a 22-storey office tower.