Centro Comercial Berceo Wins National Marketing Award for Interactive Logroño Campaign
Centro Comercial Berceo won the award for Best Large Marketing Campaign for its initiative “Lo bueno empieza aquí” at the Spanish Association of Shopping Centers and Parks awards, europapress.es reported. The campaign competed against 126 submissions across 14 categories to take home the national honor.
Transforming Logroño Streets Into a Live Adventure
The winning campaign turned the streets of Logroño into a massive, interactive “Choose Your Own Adventure” game to unveil the shopping center’s new visual identity. Organizers filled city bus shelters, mupis, and billboards with a serialized mystery story that prompted local residents to travel across different parts of Logroño to find out what happened next.
According to nuevecuatrouno.com, the initiative served as a core milestone for Berceo’s brand relaunch in October 2025. Developed by Estudio Astilla following the complex’s 23rd anniversary, the repositioning effort introduces the concept “Aquí empieza lo bueno” to position the property as a contemporary space deeply connected to the local community.
Expanding Beyond Retail Across La Rioja
Center director Rosario Salas noted that the recognition holds profound significance because it honors a project born directly within the region.
Owned by Castellana Properties and managed by Cushman & Wakefield, the complex spans over 45,000 square meters of floor space and provides 2,400 free parking slots. The facility houses 82 brands—including major retailers like Zara, Primark, and Stradivarius alongside Yelmo Premium cinemas—generating roughly 820 jobs and welcoming more than 6 million annual visitors.
Frequently Asked Questions About the Berceo Campaign
What specific agency developed the award-winning brand relaunch for Centro Comercial Berceo?
Estudio Astilla designed the brand relaunch that launched in October 2025, which served as the foundation for the award-winning marketing initiative.
How many total submissions did the AECC receive for these national awards?
The Spanish Association of Centros y Parques Comerciales evaluated 126 total entries spread across 14 distinct award categories before selecting the Logroño campaign.
Who owns and manages the Centro Comercial Berceo property in Logroño?
Castellana Properties owns the shopping center, while Cushman & Wakefield handles its ongoing management and commercial operations.
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