McArthurGlen to run European ad campaign
Designer outlet centre operator McArthurGlen, is to launch a new £2.5 million spring advertising campaign across Europe.
Developed by integrated agency WARL, the campaign will be spearheaded by a 20-second black-and-white TV commercial which breaks in the UK on 2 April. It will also incorporate a range of magazine and press advertising, cinema ads, posters and door-drops.
The different media will be used in various weights across McArthurGlen’s eight European markets which include the UK, France, Germany, Italy, Greece, the Netherlands, Austria and Luxembourg.
WARL’s commercial, shot in black and white by Hanrahan’s Nick Haddow, mixes sharp designer tailoring with lighter spring clothes and accessories. Using the strapline "love fashion, adore life", the film features models in a relaxed and playful mood.
WARL creative director Brian Lloyd explained: "This campaign is all about emotion, capturing the vivacious and spirited attitude of the models – and, of course, of McArthurGlen itself. It’s about serious fashion, without the serious fashion attitude. We were deliberately seeking the sort of moments that tend to come from the final frames of a fashion shoot and which frequently end up on the cutting room floor!"
McArthurGlen’s group marketing director Shaeren McKenzie added: "McArthurGlen offers its customers a unique chance to invest in the brands they love at a price they can be relaxed about – and that is a powerful positioning, particularly in today’s economic climate. We feel that this campaign sums up not just our offering but also the way our shoppers view life."
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