The shopping centre Centro Comercial Berceo from Logroño was named on 1 October 2026 by the Asociación Española de Centros y Parques Comerciales as Best Large-Scale Marketing Campaign. The award ceremony took place during the XXII AECC Congress, held in Palma de Mallorca from 30 September to 2 October.
The campaign Lo bueno empieza aquí, through which Berceo publicly unveiled its repositioning, received the award. The campaign’s central feature was a city-wide narrative trail based on the “choose your own adventure” concept: posters, city-light displays and large-format billboards in Logroño referred to one another and led passers-by to various points around the city, where the story continued and the new brand identity came into view. The campaign was part of a brand relaunch that Berceo began in October 2025. The agency responsible for the campaign is Estudio Astilla .
According to the organisers, the project won in a category that received 126 entries. The AECC Awards 2026 recognise projects in marketing, centre management and other areas of the commercial property sector, and are presented at the annual industry congress. The award is for initiatives that set an example at national level by reaching new audiences, sharpening brand profiles or strengthening the connection between a centre and the urban community.
For Berceo, the award boosts its profile beyond La Rioja . Industry observers regard the recognition as confirmation that locally rooted, urban-space formats can be effective in the competition for attention. No figures on visitor numbers, sales or economic impact were provided in connection with the award.
Alongside the awards ceremony, the XXII AECC Congress in Palma de Mallorca brought together expert panels and case studies on retail trends, the transformation of existing centres and communication in public spaces. Winners and nominees for the AECC Awards 2026 were presented and discussed in this context.
The dates and locations given here are based on the published congress materials and consistent reports in Spanish trade media. The main award for the Lo bueno empieza aquí campaign relates to Centro Comercial Berceo in Logroño; the story is therefore centred on La Rioja, even though the ceremony took place in Palma de Mallorca.
Editor: Mira Cadena (Article created with AI assistance).