McArthurGlen launches pan-European TV campaign
Designer outlet retailer, McArthurGlen is launching a pan-European TV campaign for the first time in 15 years. The campaign will debut in the UK this week with a 30 second commercial on Sky, ITV2, ITV3, Living, Five Digital and across regional ITV.
Broadcast in six languages, the pan-European commercials will drive awareness of the group’s retail proposition at a time when it is expanding its portfolio to include its 20th designer outlet.
The seven-figure campaign first appeared in Italy in late March and is being rolled out to Belgium, France, Luxembourg and the UK in April, then Greece in May. The timing of the campaign is strategically planned to coincide with key milestones in the McArthurGlen development calendar including the unveiling of the newly refurbished Luxembourg Designer Outlet this month, and the opening of Designer Outlet Athens in June.
The commercials will be broadcast for up to three weeks in an intensive burst in each territory, as well as through McArthurGlen’s consumer facing website, where the TV campaign will also be available to view. The broadcast activity will be supported by an extensive print campaign, that will run in national and regional media, and outdoor on billboards and buses.
Shaeren McKenzie, Marketing Director of McArthurGlen, says: “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.”
McArthurGlen‘s portfolio, which includes Europe’s largest designer outlet, Serravalle Designer Outlet near Milan, offers a total of 500,000 sq m of retail space. A further 100,000 sq m of new retail space will be added in 2011 and 2012.
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