BurJuman becomes only mall in the Middle East to win prestigious Maxi Awards

At the annual Maxi Award ceremony held recently in Texas, USA the International Council of Shopping Centres awarded BurJuman the MAXI award in recognition of a unique prize-packed sales promotion campaign run by the mall during the Dubai Shopping Festival from January 15 to February 15 this year.

Every year, shopping centres from around the world vie for the coveted 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 Sales Promotion category, and its entry was among hundreds received and evaluated by an international judging panel of top industry experts. The judging criteria covered five areas: situation, objectives and strategies, tactics, cost of implementation and results.

Last year, BurJuman scored a grand 'double' by winning two prestigious Maxi Merit awards for its DSF 2003 sales promotion campaign and its highly successful annual Safe and Sound community campaign in October to alert women in the UAE to the dangers of breast cancer.

Mr. Eisa Adam Ibrahim, General Manager of BurJuman, said: 'BurJuman is very proud and delighted to have become the only mall in the Middle East to win the MAXI this year. We consider this a great honour for the shopping mall industry in the UAE and the region. It reflects the international shopping mall industry's recognition of BurJuman's efforts to further enhance its contribution to projects that benefit the retail sector in the region.

He added: 'We wish to share this superb achievement with our retailers, customers and numerous institutions across the UAE for their whole-hearted support to the DSF 2004 campaign. The award could not have not come at a better time, as the BurJuman extension has just opened to pave the way for over 300 of the world's best brands to come together under one roof, making it the only mall in the world to have such a diverse mix of luxurious brands'.

BurJuman's mega campaign during DSF 2004 called 'The Big Deal' offered one million dirhams in prizes including 5 BMWs, plus amazing value-for-money DSF deals from top international brands at the mall and a range of world-class entertainment. The DSF promotion also helped BurJuman win the DSF 2004 Innovation Award for Best Shopping Mall Promotion.

With the opening of its massive extension, BurJuman has become the most luxurious fashion destination, anchored by world-famous fashion store, Saks Fifth Avenue

Other world renowned brands at BurJuman include Louis Vuitton, Hermes, Hugo Boss, House of Ferre, Fendi, Alfred Dunhill, Christian Dior, Chanel, Villeroy & Boch, Prada, Van Cleef & Arpels, Longines, Omega, Tag Heuer, Baume & Mercier, Mont Blanc, Armand Bassi, Loewe, Laura Ashley, Porsche Design, Burberry, Ungaro, Valentino, Etro, DKNY, and Mont Blanc, among others.