Agency: Clear Marketing Communications
McAthurGlen has launched this new campaign to promote its seven designer shopping outlets.
The integrated campaign also includes online, press, radio and outdoor activity.
The ad will run in Central Scotland (Livingston), Central East Macro (East Midlands), Meridian East (Ashford), Central South/HTV West/Meridian Valley (Swindon) and Emley Moor / Tyne Tees Bilsdale (York), starting this week in Scotland.
The new spot communicates McArthurGlen’s core proposition of up to “60% off every day”, as well as its top brand names and designer style.
The 20 second TV commercial, produced in conjunction with production company The Mob, features a calendar to reinforce the every day message, demonstrates fashion and style, and communicates 100% desirable prices from the biggest designer and high street names.
In addition to a generic version, seven variations of the advert have been created for each of McArthurGlen’s outlets.
Shannon Luxford, regional marketing manager at McArthurGlen UK, said, “McArthurGlen is about the best brands, quality product and of course style at desirable prices, and our new campaign communicates this visually with great strength.
“In the current retail climate, where most retailers are promoting discounts and sale periods, it’s important that we remind people about what designer outlet shopping is all about. We have a very clear proposition for customers of up to 60% savings every day of the year, which differentiates us from the high street. The new campaign retains our core brand values of style and quality while delivering a clear price message and we’re confident it will drive desirability as well as footfall.”
Jim Smith, managing director of Clear Marketing, added, “Since our appointment last year, we have been working with McArthurGlen to develop a strong tactical strategy. It takes a fresh approach to McArthurGlen’s marketing, that has effected all of its customer touch points, from TV and press to instore POS and ambient.
“Importantly, as well as targeting McArthurGlen's broad customer base with a value and quality message, the TV ad has been designed to engage with McArthurGlen’s core audience – women, appealing to their desire to look good and to their pocket.”
Media planning and buying is being handled by Carat.
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