McArthurGlen launches TV campaign
Published: 13 April, 2011
For the first time in its 15 year history, McArthurGlen is launching a pan-European television campaign.
Broadcast in six languages, the commercials have been launched to drive awareness of McArthurGlen’s retail proposition, at a time when the group is expanding its portfolio, to include its twentieth designer outlet.
The campaign will debut in the UK this week on Sky, ITV2, ITV3, Living, Five Digital and across regional ITV.
The seven figure campaign will first appear in Italy in late March before rolling out to Belgium, France, Luxembourg and the UK in April, and finally, Greece in May. The timing of the campaign is strategically planned to coincide with key milestones in the McArthurGlen development calendar including the opening of Designer outlet Athens in June and the unveiling of the newly refurbished Luxembourg Designer Outlet in April.
The commercials will be broadcast for up to three weeks in each territory, as well as through McArthurGlen’s website. The broadcast activity will be supported by an extensive print campaign, running in national and regional media, and outdoors on billboards and buses.
Shaeren McKenzie, marketing director of McArthurGlen, said: “With 19 centres across nine European countries and growing, the McArthurGlen brand proposition will be available to a wider audience across Europe than ever before. The campaign is an exciting evolution for McArthurGlen that will enable us to reach out to new audiences, targeting shoppers from York to Milan from Vienna to Athens and significantly increasing consumer awareness.”
