Riot hit shopping mall, the Bullring in Birmingham, is fighting back against recent negative publicity of masked youths ransacking stores with a PR campaign to let people know it is open for business.

It follows television pictures of 200 marauding youths trashing shops and restaurants in the complex, including Jamie Oliver’s restaurant.

Ad agency Isobel has been tasked with dispelling such negative associations with a local press campaign with a soothing soft pastel image to let people know that “our brooms have been busy. Our handymen have been handy. And our doors are open.

“Everything is back to normal.”

Louise Hamer-Brown, the Bullring’s head of marketing, said: “This advert offered a compassionate response to a challenging time for Birmingham, encouraging people to get back to normal and not be beaten by the incidents the city endured.”

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