17 February, 2004, Dubai: BurJuman Centre has again won the prestigious Innovation Award for Best Shopping Mall Promotion from Dubai Shopping Festival for running a spectacular festival promotion, offering mega rewards and world-class entertainment and services that gave visitors from around the world a most memorable shopping experience.

His Highness, Sheikh Ahmed bin Saeed Al Maktoum, President of the Dubai Department of Civil Aviation, Chairman of the Emirates Group and Chairman of the DSF Supreme Committee presented the Innovation Award for Best Shopping Mall Promotion to BurJuman's General Manager, Mr. Eisa Adam Ibrahim at the closing ceremony of DSF 2004.

This is the sixth successive year that BurJuman has won a DSF Innovation award. This year's award recognizes the range of innovative initiatives introduced by BurJuman for DSF 2004, particularly their highly attractive mall promotion called "The Big Deal". BurJuman's entry was among over 50 received, and evaluated by a panel of top experts on the basis of innovation, style and quality of execution of the DSF programme and its outcome.

Eisa Adam Ibrahim, General Manager of BurJuman, said: "We are very proud to have won the Innovation Award for Best Shopping Mall Promotion from Dubai Shopping Festival. We feel honoured that our efforts to promote this festival by offering the best promotions, events, facilities and services have been well recognized and rewarded.

"We also wish to share this great achievement with all our retailers, our agencies, Team/ Young & Rubicam and Bates PanGulf PR, our entertainment and décor consultants, Percept D' Mark Gulf for their whole-hearted support to BurJuman's DSF 2004 campaign, and all our shoppers for their incredible support. As a mall that has always stood for a better class of shopping, BurJuman is committed to pursuing a strategy of excellence and innovation to further enhance Dubai's image as a year-round family shopping destination".

Sabina Khandwani, Head of Research and Marketing at BurJuman, said: "To celebrate this year's shopping extravaganza, BurJuman introduced a unique creative campaign that had a great impact on sales, and offered a series of rewards aimed at different customer segments and special below-the-line services to make shopping at BurJuman most rewarding".

BurJuman's "The Big Deal" promotion gave shoppers spending Dhs. 300, the opportunity to win Dhs1. million in prizes including 5 BMWs. The DSF promotion at the mall was supported by a well coordinated programme of events and activities including "Creations", an exciting fashion event that brought to the fore the exceptional talent of amateur designers, top international entertainment from an Australian troupe that was unique to this region plus a "Meet, Greet and Assist" customer service initiative.