BurJuman wins two Maxi Merit awards for unique sales promotion during DSF 2003 and breast cancer awareness campaign

BurJuman is the only mall in the entire Middle East to receive two coveted Maxi Merit awards this year.

The International Council of Shopping Centres awarded BurJuman the two MAXI Merit awards in recognition of a unique prize-packed sales promotion campaign called BurJumania that the mall ran during the Dubai Shopping Festival in March this year, and its highly successful Safe and Sound community campaign, in October last year to alert women in the UAE to the dangers of breast cancer.

Every year, shopping centres from around the world vie for the prestigious MAXI award, which is the international shopping mall industry's equivalent of the Oscars. The winners are selected by a top judging panel appointed by the International Council of Shopping Centres, which works with shopping malls around the world to promote and reward excellence in marketing.

BurJuman won in the Community Service category and the Sales Promotion category, which between them attract the highest number of entries. BurJuman's entries were among over 400 received and evaluated by an international judging panel of 40 top industry experts. The judging criteria covered five areas: situation, objectives and strategies, tactics, cost of implementation and results.

Mr. Eisa Adam Ibrahim, General Manager of BurJuman, said: "BurJuman is very proud to have won not one but two MAXI Merit awards. It reflects the international shopping mall industry's recognition of BurJuman's efforts to further enhance its contribution to projects that benefit the community and the retail sector. We wish to share this great honour with our retailers, our agencies Team, Young and Rubicam, and Bates PanGulf PR, customers and numerous institutions across the UAE for their whole-hearted support to the two different campaigns".

The spectacular BurJumania campaign during DSF 2003 included a Dhs. 1.5 million promotion offering weekly prizes of a BMW 3 Series car and a grand prize of two top-of-the-line BMW cars, a luxury BMW motorcycle and diamond jewellery to one lucky shopper in addition to world-class entertainment and a unique "Meet, Greet and Assist" service for the benefit of mall shoppers.

The comprehensive Safe and Sound campaign undertaken by BurJuman in its efforts to create better understanding of breast cancer included a mass media campaign, in-mall awareness through distribution of self-examination leaflets, posters and pink ribbons, awareness clinic, children's events and direct contact programmes.