The Bullring shopping centre in Birmingham has won top honours for its brand-building and launch campaigns at the International Council of Shopping Centres' European Awards.
The £500m complex, which opened in September 2003, launched a £1m TV and outdoor campaign, through Rees Bradley Hepburn, describing itself as 'Europe's new shopping capital'.
The campaign's objective was to reach 7.2m people within a 60-minute drive of the centre. It attracted 1.2m visitors in its first week.
The Bullring beat off competition from UK entrants Meadowhall in Sheffield and London's Brent Cross, which received commendations.
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