McArthurGlen 2022 Campaign

McArthurGlen manage 26 designer outlet centres across the UK, Europe and Canada, drawing in people of all ages and walks of life into their stunning shopping centres, where people can enjoy an amazing day out, all while shopping their favourite brands, from Prada to Nike, at up to 70% less. The 2022 campaign centres around a day out at a McArthurGlen centre and the unique experience we all will have; for some it’s the ice creams and the playparks, for others it’s finding that handbag and being able to get the perfect shoes to match… What we do know, is that there is something for everyone. A mix of joyful, authentic lifestyle imagery and luxurious still life sits alongside emotive, manifesto-style copy in dynamic editorial layouts, used across digital, print, TV and social. The photography, messaging and colour palette can be adapted to the persona, age demographic, centre needs, time of year or channel, making it a flexible yet coherent campaign for all of our centres across the portfolio. This campaign was the first ever to be developed in-house and marks a significant step-change to colour photography shot on location from our previous black-and-white studio campaigns. What begun as a brief simply for Spring Summer, was loved so much by senior leadership, it was adopted as the landscape idea for 2022 and so we will continue to see fresh adaptions into Autumn Winter and Christmas.