In its new multi-million pound international advertising campaign McArthurGlen has partnered with worldwide music corporation Universal Music.
McArthurGlen is Europe’s first and oldest designer outlet and will be celebrating its 21st year this year.
The group’s outlet estate reached 22 last year and is currently planning the launch of a further seven sites and eight expansions. Its full year turnover in 2015 reached an approximate €3.5bn, an increase of 30% in three years.
The outlet giant’s spring campaign will launch on 21 March and will feature one of Universal’s most recent breakthrough artists Norma Jean Martine performing an adaptation of George Michael’s single, Freedom.
Creative Agency WARL assisted in the creation of the campaign which will appear on TV, radio, cinema and other digital channels throughout 2016. The ad will be shown in nine countries including, France, Italy, Germany and Canada across major channels like ITV and Sky.
Director of the McArthurGlen Spring/Summer 16 campaign Nick Haddow has previously worked with Vogue, W Magazine, Victoria’s Secret and Universal Films.
“Delivering a thriving retail environment for our customers has been our focus over the last 21 years since bringing the outlet concept to Europe,” said Shaeren McKenzie, McArthurGlen’s Group Marketing Director.
“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.”