BurJuman sets sights on becoming world's most exclusive luxury fashion destination

WMC is the regional strategic partner of global public relations giant, Fleishman-Hillard International Communications (FH).

'BurJuman is reaching out to a global audience, and we realize we need a PR agency with the expertise, enthusiasm, resource and reach to make this strategy a reality,' said Sabina Khandwani, Head of Research and Marketing, BurJuman. 'WMC has been hired to help us articulate more fully our offering to customers - primarily, that we have the world's highest concentration of luxury brands under one roof.'

With its AED 1.4 billion expansion well underway, thanks to the opening of the mall extension, BurJuman is now home to many of the world's leading luxury fashion brands including Saks Fifth Avenue, Valentino, Louis Vuitton, Hermes, Prada, Ungaro, Christian Dior, Loewe, Van Cleef & Arpels, Etro, Ferragamo and Chanel.

'BurJuman is an iconic brand in the Middle East, synonymous with fashion and luxury. The rapid development of Dubai's high-end retail sector has prompted BurJuman to amplify its many competitive advantages, and WMC intends to spotlight more effectively all of these shopping advantages for the region's, and the world's, millions of luxury-conscious consumers,' said senior members of the BurJuman account team.

Luxury is now being seen as a key driver in holiday destination selection for the affluent and the mall's offer of high end international brands has been a main contributor to Dubai's growing reputation as a luxury shopper's paradise.

'WMC's experience and understanding of the travel and tourism market, coupled with its command of the regional media landscape, are certain to help drive tourist traffic to the mall. Through their international affiliation, they also provide us immediate reach into major cities around the world like London, Moscow and Prague where interest in BurJuman is growing, another key factor that set them apart during the decision-making process,' added Khandwani.

Wallis Marketing Consultants has a dedicated transport and hospitality practice group, created to address the needs of local and multi-national industry brands operating in the wider Middle East region.

The BurJuman win follows a number of key multinational and regional client wins for WMC across the Gulf, Levant, and North Africa, which will enable the Dubai-headquartered company to more effectively compete in the region's, increasingly competitive PR sector.