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BurJuman's "NEW" reopening campaign was voted 'Marketing Campaign of the Year' by an international panel of retail experts, including Saeed Mohammed Al Nabouda, CEO, Dubai Shopping Festival (DSF) and Dubai Summer Surprises (DSS), UAE and Walter Kleinschmit, Principal, Middle East Shopping Center Association, Saudi Arabia.
"BurJuman is proud to be the world's largest gathering of fashion brands under one roof, and we are delighted to be acknowledged by such a esteemed panel of judges for our efforts to enhance the overall retail offering here in Dubai,"
said Eisa Adam Ibrahim, general manager, BurJuman.
"One of the advantages of receiving an award like this is that it leads to reflection on how it happened and an appreciation for all the people who helped make it happen - BurJuman employees and tenants and I'd like to take this opportunity to thank them all for their hard work and support," he added.
As part of the reopening campaign, BurJuman was plastered with the ubiquitous "NEW" logo and a pervasive advertising campaign ensued throughout regional and international press. In addition to this, 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.
"With this quirky but effective media tool, we were able to effectively 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," added Ibrahim.
BurJuman was also recently awarded a prestigious MAXI Award by the ICSC - the US-based International Council of Shopping Centres - for its "NEW" reopening campaign.
This was the sixth ICSC accolade that the retail centre has received for its marketing strategy in the past four years, which have included an award for its' "Perfect 10" Dubai Shopping Festival drive.
Posted by Anne-Birte Stensgaard, Senior News Editor
