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While BurJuman itself was plastered with the ubiquitous "NEW" logo and a pervasive advertising campaign ensued throughout regional and international press, thousands of other "NEW" objects - such as 'squeezies' and cushions - were scattered in every plausible location, from office desks, to cinema seats and car bonnets.
"Our goal was to bombard the local population with a quirky but effective media tool. We wanted to highlight the BurJuman extension and new stores such as Saks Fifth Avenue, which have ultimately confirmed BurJuman as the luxury destination for the most discerning of shoppers," said Sabina Khandwani, Head of Research and Marketing at BurJuman.
Other initiatives aimed at highlighting the reopening of the mall included an unprecedented advertising buyout of the Gulf News, an intensive radio campaign and a month of in-store celebratory performances from jugglers, dancers and musicians.
"In addition to reflecting the evident combination of creativity and luxury which has become uniquely inherent to BurJuman, we wanted to reward our tenants, staff and supporters for the effort that they have made to build mindshare for the official unveiling of the extension," added Khandwani.
"With a record number of visitors per day - confirming a significant rise from last year - the "NEW" campaign has certainly delivered return on investment, and inspired BurJuman to continue innovating around our brand awareness," she concluded.
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Posted by Lara Lynn Golden, News Editor
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