BurJuman, the world’s most exclusive shopping destination, was last week awarded a prestigious MAXI Award by the ICSC - the US-based International Council of Shopping Centres - for its innovative approach to marketing.
The annual ICSC award ceremony is now in its 33rd year and this time recognised BurJuman’s “NEW” reopening campaign. It is the sixth ICSC accolade that the retail centre has received for its marketing strategy in the past four years. This year, the mall also won a MAXI merit for it’s’ “Perfect 10” Dubai Shopping Festival drive.
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.
Photo Caption: (Left to Right) Martina Boor, Marketing Support Manager; Sabina Khandwani, Head of Research and Marketing; and Eisa Adam Ibrahim, General Manager at BurJuman with their MAXI awards
About BurJuman
The haven of luxury shopping, the residence of high-fashion BurJuman today has the world’s largest concentration of high fashion luxury shopping brands. Here's where the leading fashion icons mingle comfortably with one another. Louis Vuitton, Dior, Chanel, Hermes, Valentino, Prada, Moschino, Dolce and Gabbana, Versace, Emanuel Ungaro, Loewe, Etro, Cartier, Van Cleef & Arpels, Christian Lacroix, Salvatore Ferragamo, Just Cavalli, and many more. Temptations abound, but the feeling of getting the finest in an ambience of absolute comfort and luxury is wonderful. With over 300 leading fashion stores including Saks Fifth Avenue, you'll always be spoilt for choice.
Located in the heart of Dubai, the BurJuman Centre is a distinctive landmark which comprises over 2.8 million square feet of space. The centre’s atrium courtyards, beautiful seating and abundant foliage create a relaxed yet vibrant shopping environment.
You can also choose from a wide selection of restaurants, a food court and cafés.
About MAXI Awards
The ICSC MAXI Awards is a competition that recognizes excellence in shopping center marketing globally. MAXI Awards have been given every year since 1972 to those shopping centers that have designed and implemented the most successful marketing programs during the previous year. The winners are able to clearly document substantial impact on the shopping center or shopping center company's goal, and can measure results through effective, efficient and creative use of all available resources.
