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McArthurGlen launches multi-million pound advertising campaign with Universal Music

Thursday March 3rd 2016

Designer outlets operator McArthurGlen has embarked on a collaboration with Universal Music as part of its new multi-million pound international advertising campaign.

The move coincides with the 21st anniversary of the first designer outlet in Europe opened by McArthurGlen.

Due to launch in the UK on 21 March, the Spring campaign will feature the soundtrack of one of Universal Music’s latest breakthrough artists, New York born Norma Jean Martine performing a rendition of George Michael’s track ‘Freedom’.

Developed by creative agency WARL, the campaign will be broadcast on TV, radio, cinema and digital channels. It will go live throughout 2016 in nine countries including Italy, France, Canada and Germany across major broadcast channels. This will include ITV regional across the UK, Sky and Discovery across Italy and WD2 and RTL in Germany.

Shaeren McKenzie, McArthurGlen Designer Outlets’ group marketing director, said: “Delivering a thriving retail environment for our customers has been our focus over the last 21 years since bringing the outlet concept to Europe. For our Spring campaign, the first of the year, we have collaborated with Universal Music, working with Norma Jean Martine to re-record George Michael’s ‘Freedom’. It is an iconic track, recorded with a great female artist and the concept of ‘Freedom’ chimed with us, as 21 years ago our chairman was visionary in bringing outlet shopping to Europe and creating more shopping choices for our consumers.”

The campaign, which marks the launch of McArthurGlen’s Spring/Summer 16 collections, was directed by fashion photographer Nick Haddow whose portfolio includes work with Vogue, W Magazine, L’Officiel, Victoria’s Secret, Universal Films and Wonderland.

The number of centres in McArthurGlen’s portfolio reached 22 in 2015 and the group has seven new centres underway or in planning and eight new expansions. By the end of 2015, the group’s total centre turnover had grown by 30% in three years to around €3.5 billion.